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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.

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 2024/25. 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.