Introductory description

This module introduces students to the principles and practice of marketing research, with a strong emphasis on its role in supporting marketing decision-making. Students are guided through the key stages of the marketing research process, including problem definition, research planning and design, data collection, analysis, and reporting. The module covers both qualitative and quantitative research approaches and emphasises the interpretation of research findings and the development of actionable marketing insights. Through lectures, seminars, and an applied group project, students gain practical experience in designing and conducting marketing research to address real business problems.

This is an elective module available for WBS and non-WBS students. To find detailed availability and to apply for this module, log in to my.wbs.ac.uk using your normal IT login details and apply via the my.wbs module application system. Once you’ve secured a place on my.wbs you should apply via your home department’s usual process, which usually takes place via eVision.

Note that you do not require the module leader’s permission to study a WBS module, so please do not contact them to request it.

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.

Introduction to Marketing Research
The Marketing Research Process
Problem Definition and Research Planning
Qualitative Research Methods
Qualitative Data Analysis and Introduction to Survey Research
Survey Design I
Survey Design II and Data Preparation
Quantitative Data Analysis and Interpretation
Causal Research and Report Preparation

Learning outcomes

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

• Define and explain the key concepts, principles, and stages of the marketing research process, including problem definition, research design, data collection, analysis, and reporting.
• Identify the roles of qualitative and quantitative research within marketing decision-making.
• Analyse and evaluate marketing research problems and research designs critically.
• Assess the strengths and limitations of different research approaches and justify methodological choices in relation to managerial decision-making contexts.

Indicative reading list

Reading lists can be found in Talis

Research element

This module has a strong applied research focus. Students are introduced to the full marketing research process, including problem definition, research design, qualitative and quantitative data collection, analysis, and reporting. Through a structured group project, students design and conduct primary research for a real local business, gaining hands-on experience in developing research instruments, collecting and analysing data, and generating actionable marketing insights. The module emphasises methodological rigour, ethical research practice, and the translation of evidence into managerial recommendations.

Subject specific skills

• Apply appropriate marketing research methods to specified marketing problems, including the formulation of research objectives, selection of research approaches, and interpretation of qualitative and quantitative findings.
• Demonstrate the ability to design and evaluate marketing research plans.

Transferable skills

• Communicate marketing research findings clearly and professionally in written and oral formats.
• Work effectively both independently and as part of a team.
• Demonstrate problem-solving, organisation, and time-management skills relevant to professional practice.