MMM059-Market Research

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn term module
Non-modular pre-requisites:
Modules excluded:
Module version for: 2016/7

Module Convenor: Dr Cigdem Gogus


Summary module description:
This MSc Module is intended to provide a foundation in marketing research. It will help students to develop relevant perspectives and skills required to conduct market research.

This module provides students with the skills needed to understand how market research is used as a tool for generating business insight and informing business decisions. Businesses increasingly rely on a range of research methods to provide answers to key business problems. This module is designed to acquaint the students with commonly used methods of data collection and analysis, as well as issues around reliability, validity and research ethics.

Assessable learning outcomes:
This module will provide students with:

  • An understanding of research problems encountered by managers and approaches to commissioning market research.
  • The ability to frame research questions and apply appropriate methods as part of a research strategy.
  • An understanding of the strengths and weaknesses of different research techniques and the difficulties of applying them in the real world.
  • Knowledge of ethical codes and legal issues within market research.

Additional outcomes:

Outline content:
An overview of market research will be provided in the introductory lecture; these themes will be developed through out the rest of the module.

Brief description of teaching and learning methods:
This module will be based on a variety of teaching methods including lectures, academic texts, class discussions, and cases. It puts emphases on learning by using real life data and marketing problems.

Contact hours:
  Autumn Spring Summer
Lectures 20
Tutorials 3
Guided independent study 177
Total hours by term 200.00
Total hours for module 200.00

Summative Assessment Methods:
Method Percentage
Written exam 50
Written assignment including essay 50

Other information on summative assessment:
Market Research Assignment
Relative percentage of coursework: 50%.

Formative assessment methods:

Penalties for late submission:
Penalties for late submission on this module are in accordance with the University policy. Please refer to page 5 of the Postgraduate Guide to Assessment for further information:

Length of examination:
One 2-hour unseen written Exam (Individual): 50%

Requirements for a pass:

Reassessment arrangements:
By examination only (one 2 hour unseen written paper) in August / September.

Additional Costs (specified where applicable):
1) Required text books:
2) Specialist equipment or materials:
3) Specialist clothing, footwear or headgear:
4) Printing and binding:
5) Computers and devices with a particular specification:
6) Travel, accommodation and subsistence:

Last updated: 21 December 2016

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