MS5111: Market Research and Analysis

Please note this module descriptor is indicative of the structure of this course and may be subject to change.

MS5111: Market Research and Analysis

Module Title Market Research and Analysis
Module Code MS5111
Module Tutor Louise Reid
School School of Business and Technology
CAT Points 15
Level of Study 5
Brief Description

This module explores a range of strategies and methods for collecting and analysing data for marketing decision-making. The module focuses particularly on the design and implementation of marketing research projects. A practical approach is taken, whereby students learn relevant theory by conducting their own research project. 

Indicative Syllabus
  1. The nature of marketing research (MR) and its uses.
  2. Sources of MR data.
  3. The MR process.
  4. Developing and presenting a MR proposal.
  5. Qualitative and quantitative data collection methods.
  6. Analysing qualitative and quantitative data.
  7. Synthesising conclusions from research findings.
  8. Communicating research findings.

Current issues in marketing research. 

Learning Outcomes

A student passing this module should be able to:

  1. Outline various types and uses of marketing research and explain the marketing research process.
  2. Formulate marketing research aims and objectives to address a marketing problem.
  3. Design and implement appropriate methods for collecting data in the context of the chosen marketing research problem.
  4. Analyse qualitative and quantitative data.
  5. Formulate and support coherent conclusions from marketing research data.

Develop skills in problem solving: The marketing research process is inherently one of problem definition and solving. Students will be encouraged to take a structured approach to the solution of problems tactical problems arising from the research process, and more to the strategic problems to which the research relates.

Learning and Teaching Activities Scheduled Contact Hours: 24
Independent Learning Hours: 126
Assessment (For further details see the Module Guide) 001: 100% Coursework: Individual, standard written: 3000 words
Special Assessment Requirements
Indicative Resources The current reading list can be found in the Module Guide, which your lecturer should make available via Moodle.

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