Marketing research and analytics

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.

Assessment

• 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.