Please note this module descriptor is indicative of the structure of this course and may be subject to change.
This module examines the role of information in a commercial context, and reviews the approaches, tools and techniques by which organisations can generate and apply knowledge. After identifying the role of information in the strategic decision-making process, the module reviews a wide variety of methods for collecting, analysing and using data, from commercial marketing information systems to academic research projects.
Marketing research context
Defining the marketing research problem and developing a research proposal
Collecting and analysing quantitative data
Collecting and analysing qualitative data
Managing research project
On successful completion of this module the student should be able to:
1) Understand the nature and scope of marketing research and its role in supporting the design and implementation of successful marketing decisions
2) appreciate the importance of, and the process used in, defining marketing research problems
3) Define research design, classify various designs, and explain the differences between exploratory and conclusive research design
4) Appraise, select and apply qualitative and quantitative data collection techniques that are appropriate to a given research problem and context
A course map contains a list of the individual study units, called modules, that you study to complete your course. Some modules are compulsory, but you can sometimes choose modules outside your core area of study which interest you.
A module is a self-contained, individual unit of study. The module descriptor provides various details about the module including who the module tutor is, what you will be studying, how you will be assessed and what you will have learned once you have completed the module.
Course maps and module descriptors from previous years can be found in the Course Resources Archive.
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