Marketing Research (884N1)

15 credits, Level 7 (Masters)

Autumn teaching

Marketing research plays a key role in both academic study and professional practice.

Academically, it supports in-depth study by helping researchers evaluate theories, test assumptions and generate new ideas. In practice, it guides decision-making and shapes marketing strategies, consumer insights and policy.

On this module, you’ll explore the principles and practices of marketing research, through both qualitative and quantitative approaches.

You’ll cover:

• problem definition
• research design
• data collection
• analysis using tools such as NVivo, SPSS and Qualtrics
• assessing methodological choices
• ethical issues
• developing a research proposal.

Overall, you’ll have the knowledge and practical skills to carry out independent research and apply research findings in marketing settings.

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.

We regularly review our modules to incorporate student feedback, staff expertise, as well as the latest research and teaching methodology. We’re planning to run these modules in the academic year 2026/27. However, there may be changes to these modules in response to feedback, staff availability, student demand or updates to our curriculum.

We’ll make sure to let you know of any material changes to modules at the earliest opportunity.