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Module Catalogue

IB2B6-15 Marketing Research

Department
Warwick Business School
Level
Undergraduate Level 2
Module leader
Mahrokh Roknifard
Credit value
15
Module duration
10 weeks
Assessment
20% coursework, 80% exam
Study location
University of Warwick main campus, Coventry

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Introductory description

The module aims to familiarise students with the key principles, ideas, methods, and
practices of marketing research.

Module web page

Module aims

The module aims to familiarise students with the key principles, ideas, methods, and
practices of marketing research.

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

  1. Introduction to Marketing Research.
  2. Marketing Research Process and Research Design.
  3. Secondary Data and Experiments.
  4. Qualitative Research Methods.
  5. Survey Methods.
  6. Measurements and Developing Questions.
  7. Questionnaire Design and Implementation.
  8. Data Preparation, Analysis, and Presentation.
  9. Ethics in Marketing Research.
  10. Presenting Insights and Findings: Written and Oral Marketing Research Reports.

Learning outcomes

By the end of the module, students should be able to:

  • Critique and reference important marketing research concepts, frameworks, methodologies, and tools.
  • Apply important concepts, frameworks, methodologies, and tools to marketing research problems.
  • Construct and outline marketing research projects, in order to meet specific managerial information needs.
  • Gather, validate, and analyse data, using marketing research concepts, frameworks, methodologies, and tools.
  • Recommend and justify managerial responses, activities, and actions to marketing research problems.

Indicative reading list

Reading lists can be found in Talis

Research element

Marketing research group project

Subject specific skills

Critique and reference important marketing research concepts, frameworks, methodologies, and tools.
Apply important concepts, frameworks, methodologies, and tools to marketing research problems.
Construct and outline marketing research projects, in order to meet specific managerial information needs.
Gather, validate, and analyse data, using marketing research concepts, frameworks, methodologies, and tools.
Recommend and justify managerial responses, activities, and actions to marketing research problems.

Transferable skills

Demonstrate analytical, critical thinking, and effective problem solving skills.
Demonstrate effective written and oral communication skills.
Demonstrate an ability to work both with a team and individually to analyse marketing research problems, and recommend and justify managerial responses, activities, and actions to marketing research problems.

Study time

Type Required
Lectures 10 sessions of 1 hour (13%)
Seminars 9 sessions of 1 hour (12%)
Online learning (independent) 10 sessions of 1 hour (13%)
Private study 49 hours (63%)
Total 78 hours

Private study description

Private Study.

Costs

No further costs have been identified for this module.

You do not need to pass all assessment components to pass the module.

Assessment group D1
Weighting Study time Eligible for self-certification
Assessment component
Group Project 20% 14 hours No
Reassessment component
Individual Assignment Yes (extension)
Assessment component
Online Examination 80% 58 hours No

Exam

~Platforms - AEP

  • Online examination: No Answerbook required
Reassessment component is the same
Feedback on assessment

Feedback via my.wbs.

Past exam papers for IB2B6

Pre-requisites

To take this module, you must have passed:

Courses

Course availability information is based on the current academic year, so it may change.

This module is Optional for:

  • Year 2 of UIBA-NN02 BSC International Management with Marketing
  • Year 2 of UIBA-NN01 BSC Management with Marketing
  • Year 2 of UIBA-NN03 BSC Management with Marketing (With Placement Year)
  • Year 2 of UECA-L1N3 BSc Economics and Management with Placement Year
  • UIBA-N20B BSc in Management
    • Year 2 of N20B Management
    • Year 2 of N20B Management
    • Year 2 of N23K Management with Accounting
    • Year 2 of N234 Management with Digital Business
    • Year 2 of N235 Management with Entrepreneurship
    • Year 2 of N232 Management with Finance
    • Year 2 of N252 Management with Marketing
    • Year 2 of N23L Management with Strategy and Organisation
  • Year 2 of UIBA-N400 Undergraduate Accounting and Finance
  • UIBA-N404 Undergraduate Accounting and Finance (with Foundation Year and Placement/Undergraduate Partnership Programme)
    • Year 3 of N4N7 Accounting and Finance (Foundation Year and Intercalated)
    • Year 3 of N404 Accounting and Finance (Foundation Year and Placement)
    • Year 3 of N405 Accounting and Finance (Foundation Year and UPP)
    • Year 3 of N403 Accounting and Finance (with Foundation Year)
  • Year 3 of UIBA-N403 Undergraduate Accounting and Finance (with Foundation Year)
  • UIBA-N401 Undergraduate Accounting and Finance (with Placement Year/Undergraduate Partnership Programme)
    • Year 2 of N401 Accounting and Finance (Placement)
    • Year 2 of N402 Accounting and Finance (Undergraduate Partnership Programme)
  • Year 1 of UIOA-VEU Undergraduate EU Visiting
  • Year 2 of UECA-L1N2 Undergraduate Economics and Management
  • Year 2 of UGEA-RN21 Undergraduate German and Business Studies
  • Year 2 of UIPA-L8N1 Undergraduate Global Sustainable Development and Business
  • Year 2 of UIPA-L8N2 Undergraduate Global Sustainable Development and Business Studies (with Intercalated Year)
  • UIBA-N20F Undergraduate International Management
    • Year 2 of N20F International Management
    • Year 2 of N20F International Management
    • Year 2 of N20S International Management (with Accounting)
    • Year 2 of N20T International Management (with Chinese)
    • Year 2 of N20P International Management (with Entrepreneurship)
    • Year 2 of N20M International Management (with Finance)
    • Year 2 of N20U International Management (with French)
    • Year 2 of N20L International Management (with Marketing)
    • Year 2 of N20V International Management (with Spanish)
    • Year 2 of N20W International Management (with Strategy and Organisation)
    • Year 2 of N20N International Management with Digital Business
    • Year 2 of N20E Management (with Foundation Year)
    • Year 2 of N234 Management with Digital Business
  • UIBA-N220 Undergraduate International Management (with Foundation Year)
    • Year 3 of N220 International Management (with Foundation Year)
    • Year 3 of N221 International Management with Accounting (with Foundation Year)
    • Year 3 of N226 International Management with Chinese (with Foundation Year)
    • Year 3 of N223 International Management with Digital Business (with Foundation Year)
    • Year 3 of N224 International Management with Entrepreneurship (with Foundation Year)
    • Year 3 of N222 International Management with Finance (with Foundation Year)
    • Year 3 of N227 International Management with French (with Foundation Year)
    • Year 3 of N225 International Management with Marketing (with Foundation Year)
    • Year 3 of N228 International Management with Spanish (with Foundation Year)
    • Year 3 of N229 International Management with Strategy and Organisation (with Foundation Year)
  • UIBA-N20J Undergraduate Management (with Foundation Year and Placement Year/Undergraduate Partnership Programme)
    • Year 3 of N20J Management (Foundation Year and Placement)
    • Year 3 of N20K Management (Foundation Year and UPP)
    • Year 3 of N23H Management with Digital Business (with Foundation Year and Placement Year)
    • Year 3 of N23J Management with Entrepreneurship (with Foundation Year and Placement Year)
    • Year 3 of N23G Management with Finance (with Foundation Year and Placement Year)
    • Year 3 of N255 Management with Marketing (with Foundation Year and Placement Year)
  • UIBA-N20E Undergraduate Management (with Foundation Year)
    • Year 3 of N20E Management (with Foundation Year)
    • Year 3 of N23N Management with Accounting (with Foundation Year and Placement Year)
    • Year 3 of N23M Management with Accounting (with Foundation Year)
    • Year 3 of N23E Management with Digital Business (with Foundation Year)
    • Year 3 of N23F Management with Entrepreneurship (with Foundation Year)
    • Year 3 of N23D Management with Finance (with Foundation Year)
    • Year 3 of N252 Management with Marketing
    • Year 3 of N254 Management with Marketing (with Foundation Year)
    • Year 3 of N23P Management with Strategy and Organisation (with Foundation Year)
  • UIBA-N20C Undergraduate Management (with Placement Year/Undergraduate Partnership Programme)
    • Year 2 of N20M International Management (with Finance)
    • Year 2 of N20B Management
    • Year 2 of N20D Management (Undergraduate Partnership Programme)
    • Year 2 of N20C Management (with Placement Year)
    • Year 2 of N20Q Management with Accounting (with Placement Year)
    • Year 2 of N236 Management with Digital Business (with Placement Year)
    • Year 2 of N235 Management with Entrepreneurship
    • Year 2 of N237 Management with Entrepreneurship (with Placement Year)
    • Year 2 of N232 Management with Finance
    • Year 2 of N233 Management with Finance (with Placement Year)
    • Year 2 of N253 Management with Marketing (with Placement Year)
    • Year 2 of N23L Management with Strategy and Organisation
    • Year 2 of N20R Management with Strategy and Organisation (with Placement Year)
  • UIOA-VOS Undergraduate Overseas Visiting
    • Year 1 of UVOS Undergraduate Overseas Visiting
    • Year 1 of UVOS Undergraduate Overseas Visiting