This module aims:

to develop an understanding of the need for, and place of, market research in supporting marketing decisions;

to develop a practical and applied understanding of developments of market research, and an appreciation of its strengths and weaknesses;

to develop the ability to critically evaluate the methodologies used in market research projects;

to develop an understanding of ethics in market research.

(LO1) Students will be able to demonstrate an understanding of the range of contemporary market research techniques, including both qualitative and quantitative methods.

(LO2) Students will be able to describe and analyse questionnaire-derived data by combining different analytical techniques (descriptive and inferential statistics)

(LO3) Students will be able to examine a research problem, develop research priorities and design their own survey instrument.

(LO4) Students will be able to demonstrate an awareness of ethical issues and propose ways to address them.

(LO5) Students will be able to complete desk research for a given research problem and draw on a variety of sources, including academic research and industry reports.

(LO6) Students will be able to use analytical software, creative editing software and relevant research databases, all of which are essential tools for completing their market research project.

(S1) Problem solving skills

(S2) Commercial awareness

(S3) Teamwork

(S4) Organisational skills

(S5) Communication skills

(S6) International awareness

(S7) Lifelong learning skills

(S8) Ethical awareness

Teaching Method: Lecture
Scheduled Directed Student Hours: 24
Attendance Recorded: Yes

Teaching Method : Seminar /PC Lab
Description: On-campus small group active learning seminar
Scheduled Directed Student Hours: 12
Attendance Recorded: Yes

Self Directed learning Hours: 114

Skills Mapping

Skills / attributes: Ethical awareness
How this is developed: Students will be able to identify the ethical implications of their research and propose ways to address them where required.
Mode of assessment (if applicable):

Skills / attributes: Lifelong learning skills
How this is developed: The module seeks to instil an inquisitive mindset in students. They need to evaluate what questions to ask in order to solve a set business problem. An inquisitive mindset will support students when confronted with problems later in their careers. The module also develops students’ research skills, which they will need for data-supported decision making later in their careers.
Mode of assessment (if applicable) Assessment 1 and 2

Skills / attributes: International awareness
How this is developed: Students are exposed to business problems that are globally relevant and will draw on existing, international research in their desk research.
Mode of assessment (if applicable) Assessment 1

Skills / attributes: Communication skills
How this is developed: Students’ communication skills will be developed in a variety of ways. Assessment 2 develops written communication skills (argumentation logic, support, structure etc.) and assessment 1 develops visual communication skills.
Mode of assessment (if applicable): Assessment 1 and 2

Skills / attributes: Organisational skills
How this is developed: Students will work in teams which requires them to manage workloads, organise meetings and arrive at joint decisions to finish the work. Students will also need to plan their individual learning activities and set goals to complete assessments in time.
Mode of assessment (if applicable): Assessment 1 and 2

Skills / attributes: Teamwork
How this is developed: Students are asked to collaborate with their peers which will help them develop an ability to address a research problem jointly and communicate their ideas to others in an effective way as well as listen to others and integrate their views or address conflicting views successfully.
Mode of assessment (if applicable): Assessment 2

Skills / attributes: Commercial awareness
How this is developed: The module exposes students to research problems that are up-to-date (e.g. sustainability activities of business) and asks them to identify consumer behaviour trends as well as formulate business recommendations on the basis of these trends.
Mode of assessment (if applicable): Assessment 1 and 2

Skills / attributes: Problem solving skills
How this is developed: Students will learn to address a business problem by asking relevant questions, investigating relevant data and synthesising relevant findings. Students will also be aware of the limitations of research methods used to generate the data and consider these in their recommendations.
Mode of assessment (if applicable): Assessment 1 and 2

The role of market research in marketing;

Traditional schools of market research;

Quantitative market research;

Problem definition;

Research design;

Data collection and analysis;

Qualitative market research;

Problem definition;

Research design;

Data collection and analysis;

Market research in the new information age;

Ethics in market research.