IB9HU-15 Market Research
Introductory description
This module adopts a combination of theoretical and practical approach to marketing research. Participants will gain a comprehensive understanding of the marketing research process and its critical role in supporting managerial decision-making. The curriculum includes identifying research problems, formulating precise research objectives and questions, designing research methodologies, and developing skills to conduct both qualitative and quantitative data analysis.
Module aims
- Enable students to critically identify marketing problems and assess the quality and relevance of the evidence used to inform strategic marketing decisions.
- Develop students' advanced understanding of the research process, which includes problem definition, research design, data collection, and analysis, with a focus on producing rigorous and ethical evidence.
- Strengthen students' practical and theoretical understanding of qualitative and quantitative research methods, including contemporary techniques in causal and survey-based research.
- Reinforce and expand students' knowledge of core statistical principles and their application in real-world marketing research scenarios.
- Encourage critical engagement with emerging trends, technologies, and debates that are shaping the practice and future of market research.
- Introduce students to the academic landscape of marketing research, promoting reflection on methodological innovation and interdisciplinary perspectives.
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.
Indicative syllabus:
Defining the problem and choosing research objectives
Developing a research plan (hypotheses, analyses, data)
Reporting results and taking actions
Fields, approaches, and current discussions in academic marketing research
Learning outcomes
By the end of the module, students should be able to:
- Formulate coherent and methodologically sound strategies for addressing marketing research challenges by integrating relevant theories, research design principles, and contextual considerations.
- Synthesise contemporary academic and practitioner discussions to contextualise market research practices within the broader frameworks of marketing and societal dynamics.
- Critically assess the appropriateness and limitations of various research designs—qualitative, quantitative, and causal—in addressing specific marketing research inquiries.
- Critically evaluate the conceptual foundations and methodological choices that inform market research, encompassing qualitative, quantitative, and causal research designs.
Indicative reading list
The course will not follow one specific textbook.
Book Recommendation:
Marketing Research: An Applied Orientation, Global Edition (7th Ed), Naresh K. Malhotra, Pearson (2020)
Braun, V. & Clarke, Victoria (Associate Professor in Sexuality Studies) 2021, Thematic analysis: a practical guide to understanding and doing, 1st. edn, SAGE, Los Angeles.
Scott, W. 2014, The SAGE handbook of qualitative data analysis, SAGE, London [England]; Los Angeles
Suggested readings may be selected from the following texts:
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)
In addition, selected articles from leading marketing journals such as Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Marketing Science, and Journal of the Academy of Marketing Science may be used to illustrate state of the art academic research.
Research element
Students learn to conduct and analyse their qualitative and quantitative research mini projects. The core focus will be on focus group, interview, and online surveys using Qualtrics.
International
Through case studies and group activities which allows students to create their own content.
Subject specific skills
Design and justify a comprehensive market research project that encompasses the following elements: problem definition, hypothesis formulation, selection of an appropriate research design, and specification of analytical strategies.
Critically analyse both qualitative and quantitative data, demonstrating precision in methodology selection and evaluating the validity, reliability, and relevance of the findings.
Develop and compare alternative methodological approaches to address marketing research questions, while considering practical constraints and ethical considerations.
Assess the validity, relevance, and limitations of data produced through various research methodologies, including survey instruments and qualitative analyses.
Transferable skills
Generate clear, coherent, and analytically rigorous written materials tailored for both academic and professional audiences.
Effectively communicate complex research findings using suitable academic and professional formats to support marketing recommendations that are grounded in empirical evidence.
Study time
| Type | Required |
|---|---|
| Lectures | (0%) |
| Practical classes | (0%) |
| Online learning (scheduled sessions) | 9 sessions of 1 hour (6%) |
| Other activity | 18 hours (12%) |
| Private study | 51 hours (34%) |
| Assessment | 72 hours (48%) |
| Total | 150 hours |
Private study description
Private study to include preparation for lectures and own reading
Other activity description
9 x 2 hours F2F per week
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 B4
| Weighting | Study time | Eligible for self-certification | |
|---|---|---|---|
Assessment component |
|||
| In-person examination | 100% | 72 hours | No |
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Reassessment component is the same |
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Feedback on assessment
Students will receive verbal formative feedback throughout the module. Summative feedback will be given on each assignment.
Courses
This module is Core for:
- Year 1 of TIBS-N500 MSc in Marketing and Strategy