Marketing Research (884N1)

15 credits, Level 7 (Masters)

Autumn teaching

Marketing managers need solid information about the marketplace and consumers in order to design effective marketing programmes, evaluate marketing actions and monitor or improve marketing performance. This module aims to provide you with a broad understanding of the role of marketing research and associated research methods in enabling marketers to generate better information. In addition, it will enable you to gain an appreciation of the components of the research process and requirements of successfully conducting marketing research, giving managers the right information in the right form to make better marketing decisions.

Particular emphasis will be placed on helping you to develop appreciation of the practical applications of various research techniques and data-specific tools which can help marketers analyse, assess and solve practical marketing problems. You will not only gain knowledge of the scope of market research and the interlinkages among various components of the research process, but also learn to think more critically about the options open to marketers and researchers when applying these to practical marketing situations.

Moreover, this module will examine special marketing research considerations in the context of today's dynamic and competitive domestic as well as international, markets. Where relevant, special issues facing some market researchers, namely public policy and ethics, will also be addressed.

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 33 hours of contact time and about 117 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 2021/22. We also plan to offer it in future academic years. However, we are constantly looking to improve and enhance our courses. There may be changes to modules in response to student demand or feedback, changes to staff expertise or updates to our curriculum. We may also need to make changes in response to COVID-19. We’ll make sure to let our applicants know of material changes to modules at the earliest opportunity.


This module is offered on the following courses: