Introductory description

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

Module web page

Module aims

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

• Aaker, David A., V. Kumar, Robert Leone, and George S. Day, Marketing Research (11th Edition)
• Brown, Tom J., Tracy A. Suter, and Gilbert A. Churchill, Basic Marketing Research (9th Edition)
• Feinberg, Fred M., Thomas Kinnear, and James R. Taylor, Modern Marketing Research: Concepts, Methods, and Cases (2nd
  Edition)
• Hair, Joseph, Mary Celsi, Robert Bush, and David Ortinau, Essentials of Marketing Research (3rd Edition)
• McDaniel Jr., Carl, Roger Gates, Subramanian Sivaramakrishnan, and Kelley Main (2nd Edition)
• Zikmund, William G. and Barry J. Babin, Essentials of Marketing Research (5th Edition)

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.