Psychological Methods for Marketing and Consumer Research (304C8)

15 credits, Level 7 (Masters)

Spring teaching

This module aims to showcase psychological research methods that can be employed to address questions about consumers' interactions with advertising, products and companies. On this module, students will experience some traditional data collection techniques in psychology, such as online questionnaires, focus groups and interviews, and develop their knowledge of modern techniques and their applications (e.g. eyetracking). In each case, students will question how these techniques can be used to expose the cognitive or social processes that individuals are engaging in, culminating in the desing of their own potential research study.

Teaching and assessment

We’re currently reviewing teaching and assessment of our modules in light of the COVID-19 situation. We’ll publish the latest information as soon as possible.

Contact hours and workload

This module is approximately 150 hours of work. This breaks down into about 20 hours of contact time and about 130 hours of independent study. The University may make minor variations to the contact hours for operational reasons, including timetabling requirements.

This module is running in the academic year 2020/21. We also plan to offer it in future academic years. It may become unavailable due to staff availability, student demand or updates to our curriculum. We’ll make sure to let our applicants know of such changes to modules at the earliest opportunity.


This module is offered on the following courses: