MKT2004 : Research Methods for Business and Marketing

Semester 1 Credit Value: 10
Semester 2 Credit Value: 10
ECTS Credits: 10.0


The aim of the module is to develop an understanding of the methods used in marketing research and their role in supporting marketing decision making.

Marketing research comprises one of the most important facets of marketing; it plays a central role in supporting marketing and business decision making. This module introduces the marketing research process and focuses in detail on the main marketing research methods used at each step of the process. In particular, students should demonstrate an understanding of the issues of defining marketing research problems, research design (measurement, questionnaire design, sampling), data collection, data analysis and presentation of results. Semester 1 of the course covers quantitative research methods whilst semester 2 covers secondary research and qualitative research methods. Semester 2 will also help the students to develop individual research proposals. Teaching is delivered through lectures and computer based practicals.

Outline Of Syllabus

The topics that will be covered include;
1. The Market Research Process
2. Quantitative research methods (topics 3-6 below):
3. Measurement and scaling
4. Questionnaire design
5. Sampling & Data collection
6. Data analysis
8. Secondary research methods
9. Qualitative research methods
10. Presentation of results
11. Ethical issues in marketing research

Teaching Methods

Teaching Activities
Category Activity Number Length Student Hours Comment
Scheduled Learning And Teaching ActivitiesLecture151:0015:00N/A
Guided Independent StudyAssessment preparation and completion152:0052:00N/A
Scheduled Learning And Teaching ActivitiesLecture22:004:00N/A
Scheduled Learning And Teaching ActivitiesPractical81:008:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching91:009:00N/A
Guided Independent StudyStudent-led group activity160:0060:00N/A
Guided Independent StudyIndependent study152:0052:00N/A
Teaching Rationale And Relationship

Formal lectures provide a theoretical framework for confronting contemporary issues in marketing research. These will be supplemented by tutorials and in-class case studies and computer based practicals that will provide students with relevant practical illustrations. Students are also expected to work unsupervised in groups and present their work in a seminar. The group assignment encourages students to contribute actively and collectively to the learning process and provide them the opportunity to develop a range of transferable skills such as team working and analytical skills etc.

Assessment Methods

The format of resits will be determined by the Board of Examiners

Description Length Semester When Set Percentage Comment
Written Examination902M50Unseen written examination
Exam Pairings
Module Code Module Title Semester Comment
LMK2004Research Methods for Business and Marketing1N/A
Other Assessment
Description Semester When Set Percentage Comment
Report1A5010% Group Proposal subject to peer review (3-4 members in a group). 40% Individual Report (1500 words) Activity 2. Individual
Assessment Rationale And Relationship

Students will be assessed through:
1.       An exam of quantitative research methods in Semester 2 [50%]
2.       Development of Research Proposal in Semester 1 [Activity 1: Group Proposal (10%) and Activity 2: An individual research proposal (40%): Total 50%]

Semester 2: Written Exam
The written examination provides students the opportunity to demonstrate their understanding of the various research methods and how their skills can be applied to specific research problem scenarios. The assessment design is intended to help students to understand the principles of marketing research and to instill confidence in using research methods in their future dissertations as well as in their subsequent career.

Semester 1: Proposal
In semester 2 students will submit a research proposal, of which there are 2 activity components.
A.       A key skills development and assessment of a group 15-minute presentation. This is a lightweight assessment, and will form 10% of the final proposal assessment. This presentation is designed to allow students an opportunity to develop team working ability and presentation skills. Both of these skills are defined as key components in the student learning experience.
B.       The second component of the final dissertation is the submission of the individual project itself. Students will, building upon learning undertaken during the group projects submit an individual proposal of 1500 words at the end of semester 2 in preparation for the dissertation module in stage 3.
Individual Proposal
To create an individual proposal to inform the basis of their dissertation in Stage 3
a.       Identification of a research question
b.       Selection of an appropriate methodology
c.       Identification of the sample for investigation
d.       Identification of 5 key pieces of academic literature as background

Reading Lists