MMM059-Market Research

Module Provider: Marketing and Reputation
Number of credits: 20 [10 ECTS credits]
Terms in which taught: Autumn / Spring term module
Non-modular pre-requisites:
Modules excluded:
Current from: 2020/1

Module Convenor: Dr Ruby Zhang


Type of module:

Summary module description:

This MSc Module is intended to provide a foundation in market research. It will help students to develop relevant knowledge 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 insights 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:

As a result of this module, students will: 

  • Demonstrate an understanding of the research problems encountered by managers and approaches to commissioning market research. 

  • Show the ability to frame research questions and apply appropriate methods as part of a research strategy.  

  • Critically evaluate the strengths and weaknesses of different research techniques and the difficulties of apply ing them in the real world. 

  • Demonstrate knowledge of ethical 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 throughout 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, class discussions, and practical sessions.

Contact hours:
  Autumn Spring Summer
Lectures 20
Seminars 3
Guided independent study:      
    Wider reading (independent) 40
    Wider reading (directed) 40
    Advance preparation for classes 40
    Preparation for seminars 6
    Carry-out research project 41
    Reflection 10
Total hours by term 200 0 0
Total hours for module 200

Summative Assessment Methods:
Method Percentage
Written assignment including essay 50
Project output other than dissertation 50

Summative assessment- Examinations:

An individual written assignment of 2,500 words based on an empirical qualitative research project (50%).

The project output includes an individual written report of 2,500 words based on an empirical quantitative research project (50%).

Summative assessment- Coursework and in-class tests:

Formative assessment methods:

Students will receive formative feedback on several occasions, including feedback given during the?seminars,?as well as lectures.

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: 

Assessment requirements for a pass:

A weighted average mark of individual written assignment and individual written report of 50%.

Reassessment arrangements:

Resubmission of a new written report (on a different topic) in August/ September.

Additional Costs (specified where applicable):

Cost Amount
1. Required text book £60.00


Last updated: 4 April 2020


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