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Marketing research and analytics

Module information>

Academic Direction
Birkbeck, University of London
Also part of
MSc Marketing
Modes of Study

Marketing research is one of the most important, interesting and fast-moving aspects of marketing.

Working as a marketing researcher remains an intellectually stimulating, creative and rewarding career, and as such forms a central part of any marketing education. This module presents a dynamic analysis of the fundamental methods, developments and debates in the wider field of marketing research and approaches to analytics.

Topics covered

Main topics of the module include:

  • Introduction to Marketing Research and Analytics (including practical Research Ethics)
  • Designing a Marketing Research Project
  • Qualitative Marketing Research Methods
  • Qualitative Marketing Research Data Analysis
  • Designing Effective Marketing Research Surveys (online & mobile)
  • Analysing Marketing Research Quantitative Data, including Data Preparation, Descriptives, and Correlations
  • Analysing Marketing Research Quantitative Data: Hypotheses testing, t-tests & p-values
  • Analytics, Secondary Data and Data Science
  • Communicating Marketing Research Findings
  • The Future, Critical Debates and Ethics in Marketing Research

Learning outcomes

On successful completion of this module, you will be expected to be able to:

  • demonstrate a good understanding of key marketing research concepts and techniques
  • understand marketing research philosophies and perspectives
  • evaluate and design marketing research
  • be aware of current ethical responsibilities and conflicts in collecting and using market information
  • understand and apply methodological perspectives to the design and analysis of problem-solving activities
  • apply marketing research concepts and techniques to real-life marketing situations.


  • Online Multiple Choice Test (30% weighting) - An unseen, online multiple-choice test lasting about 45 minutes.
  • Coursework (70% weighting) - A written report of a maximum of 3,500 words.