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2010/1 Module Catalogue
 Module Code: MANM019 Module Title: MARKETING RESEARCH
Module Provider: School of Management Short Name: M028
Level: M Module Co-ordinator: NATH AK Dr (SoM)
Number of credits: 15 Number of ECTS credits: 7.5
Module Availability


Assessment Pattern

The assessment strategy is designed to enable students to meet the learning outcomes as follows:  

 Assignment (2000 words):  Learning Outcomes – 1, 2, 7, 8 & 9  (40%) 
Open Book Examination (2 hours):  Learning Outcomes – 1, 3, 4, 5, & 6  (60%)  

The first assessment is an assignment of 2000 words, which requires students to carry out design elements of a marketing research project. Formative feedback will be provided on the assignment, which covers aspects of design and planning stages including online questionnaire design.  The second assessment (online open book examination) will focus on marketing research analysis and students will gain hands-on experience to prepare them for an online exam.  The examination will require students to present and explore data, and carry out tests using the case study marketing research data provided.     

 Assessment Summary  




Week Set

Week Hand In


Assignment 2000 words (individual)





Examination  2 hours









Module Overview

To gain knowledge of the critical aspects of marketing research theory and practice to support and improve marketing management practice in an international context.



Module Aims

The aims of this module are to:

·         Gain knowledge of critical facets of marketing research theory and practice to gain insights into marketing management

·         Understand the need for managerial specialisms and the corresponding responsibilities of marketing research

·         Obtain systematic knowledge of sequential stages of marketing research

·         Become aware of nature of sampling, the significance of normal distribution, and become familiar with sampling frames

·         Understands the contexts and goals of marketing research in the age of Internet and globalisation.

·         Understand the nature and techniques of international marketing research and typical approaches

·         Draw up a research proposal, apply research techniques in fieldwork

·         Gain appreciation of the differences between ‘consumer’ and ‘business-to-business’ market research


Learning Outcomes

Learning outcomes are categorised as:

  • Knowledge and understanding (K/U)
  • Intellectual/cognitive skills (I/C)
  • Practical/Professional skills (P/P)-
  • Transferable skills (T)



Outcome Type eg K/U, I/C, P/P, T


On successful completion of this module, the student will be able to:  


K/U, I/C

Understand the scope and character of marketing research.


K/U, I/C

Understand planning aspects of marketing research


K/U, I/C

Understand methods of data capture


K/U, I/C, P/P

Develop marketing research skills and techniques


K/U, I/C, P/P

Undertake practical examples of fieldwork/analysis

K/U, I/C,P/P  

Understand and gain experience in the use of quantitative & qualitative skills relating to marketing research

K/U, I/C, P/P

Discuss and evaluate different marketing research approaches and designs 

K/U, I/C 

Understand social/ethical issues relating to marketing research 

K/U, I/C, P/P 

Identify key drivers affecting the use of marketing research in general. 

Module Content

·         The nature, scope and roles of marketing research

·         Using and evaluating basic research designs

·         The use of secondary data and databases

·         Qualitative research: uses and main methods

·         Quantitative research: surveys

·         Sampling frames and sampling methods

·         Questionnaire designs, measurement and scaling

·         Experimentation and test marketing, product and promotional testing

·         Internet Research

·         Fieldwork and international market research

·         The management of marketing research





Methods of Teaching/Learning
  • ULearn
  • Lectures/seminars/workshops
  • Assignment / presentation
  • Project Writing
Selected Texts/Journals

Essential  Text 

Pallant, J. (2007), SPSS Survival Manual. Allen and Unwin: Sydney, Australia



Malhotra, J. and Birks, D. (2006) Mark eting Research, An Applied Approach, Second European Edition, : Pearson Education

 Supplementary Texts

 Aaker, D., Kumar, V., & Day, G.S. (2007) Marketing Research 8th edition, New York :  Wiley

 Burns, A.C. and Bush, R.F. (2003). Mark eting Research,  International Edition, Online Research Applications,  Fourth Edition, New Jersey : Prentice Hall

 Chisnall P. (2005). Mark eting Research, 6th edition, : McGraw-Hill.

 Field, A. (2005) Discovering Statistics Using SPSS, Second Edition, London : Sage Publications.

 * Hague, P. (2006) A Practical Guide to Market Research, [Available online) B2B International is a full-text e-book provided free via links on ULearn.  This is also provided in full as an MP3 Audio-Book for you to listen to.

 Kumar, V. (2000). International Mark eting Research, New Jersey : Prentice Hall

 Malhotra, N.K. (1999). Mark eting Research (International edition) An applied orientation, Third Edition, New Jersey :  Prentice-Hall

 Malhotra, J. and Birks, D. (2006) Mark eting Research, An Applied Approach, Second European Edition, : Pearson Education 

McDaniel, C., & Gates, R. (2003). Mark eting Research Essentials,  Fourth Edition, South-Western: Thompson Publishing.

 Proctor, T. (2004) Essentials of Mark eting Research (4th Ed.) Harlow , Pearson Education /Prentice-Hall

 Salkind, N.J. (2004) Statistics for People Who (Think They) Hate Statistics, London , Sage Publications.


























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