NBS8515 : Marketing Research for Dual Award (Semester 1) (Inactive)
- Inactive for Year: 2025/26
- Module Leader(s): Dr Saurabh Bhattacharya
- Owning School: Newcastle University Business School
- Teaching Location: Newcastle City Campus
Semesters
Your programme is made up of credits, the total differs on programme to programme.
| Semester 1 Credit Value: | 10 |
| ECTS Credits: | 5.0 |
| European Credit Transfer System | |
Aims
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 is crucial to the adoption of a marketing philosophy by organisations. It provides a link between the consumer and public, through information that is used to identify and define marketing opportunities and marketing problems, initiate marketing action, monitor marketing performance, and improve understanding of marketing as a process.
The module addresses the stages of the marketing research process, from identification of a problem and definition of the research objectives, to the presentation of research results. It also equips students with the knowledge and skills to undertake a dissertation in marketing. In particular, the module focuses on the issues of defining marketing research problems, identification of data requirements and sources, choice of research design, data collection, data analysis and presentation of results. A focus is placed on quantitative research methods.
Teaching is delivered through lectures, computer clusters, and other structured content.
Outline Of Syllabus
The syllabus for Semester 1 includes the following themes:
- Marketing Research Process
- Quantitative research methods
- Measurement and scaling
- Questionnaire design
- Sampling
- Data Collection
- Data Analysis
- Presentation of results
- Ethical issues in marketing
Teaching Methods
Teaching Activities
| Category | Activity | Number | Length | Student Hours | Comment |
|---|---|---|---|---|---|
| Guided Independent Study | Assessment preparation and completion | 1 | 26:00 | 26:00 | Time for students to complete formative and summative assessments |
| Scheduled Learning And Teaching Activities | Lecture | 6 | 2:00 | 12:00 | PIP Lecture |
| Guided Independent Study | Directed research and reading | 1 | 31:00 | 31:00 | Based on approximately 3 hours per teaching week (3x11) |
| Scheduled Learning And Teaching Activities | Practical | 5 | 1:00 | 5:00 | PIP Computer Cluster (SPSS demonstration and practice and analysis of output) (Semester 1) |
| Structured Guided Learning | Structured non-synchronous discussion | 7 | 1:00 | 7:00 | Digital Activity: Recorded Material (Updated Annually): Ethics in marketing research, Survey fieldwork, Hypothesis testing, Output interpretations [Descriptive stats, t-test, ANOVA, Regression, EFA], etc. (Semester 1). |
| Guided Independent Study | Independent study | 1 | 19:00 | 19:00 | N/A |
| Total | 100:00 |
Jointly Taught With
| Code | Title |
|---|---|
| NBS8514 | Marketing Research |
Teaching Rationale And Relationship
In this module, through a combination of Lectures, Seminars, Computer Clusters, and other structured activities, students will be introduced and taught the core concepts of Marketing Research (Quantitative).
In this semester, through a combination of lectures, computer clusters and other structured activities, students would be introduced to quantitative research methods, which is a major content for Semester 1 Exam. The computer clusters and lectures will help students apply appropriate quantitative research methods, interpret marketing data, solve complex problems, and justify decisions. Students will also design and justify the application of appropriate research and data analysis methods to create new knowledge in a marketing context.
Assessment Methods
The format of resits will be determined by the Board of Examiners
Exams
| Description | Length | Semester | When Set | Percentage | Comment |
|---|---|---|---|---|---|
| Digital Examination | 90 | 1 | A | 100 | In-Person PC Exam having MCQs & open-ended questions. Negative marking for wrong answers to MCQ questions. If a move to completely online Exam necessary, same format but not in-Person. Inspera Platform will be used. |
Exam Pairings
| Module Code | Module Title | Semester | Comment |
|---|---|---|---|
| Marketing Research | 1 | N/A |
Formative Assessments
Formative Assessment is an assessment which develops your skills in being assessed, allows for you to receive feedback, and prepares you for being assessed. However, it does not count to your final mark.
| Description | Semester | When Set | Comment |
|---|---|---|---|
| Prob solv exercises | 1 | M | Analyse quantitative research outputs. |
Assessment Rationale And Relationship
The in-Person PC-based Exam at the end of Semester 1 allows students to demonstrate their understanding of the various quantitative research methods and data analysis techniques.
Alternative Assessment Semester 1: However, in Semester 1, should a move to completely online assessment be necessary, then the Exam will be happen online but not in-Person.
Reading Lists
Timetable
- Timetable Website: www.ncl.ac.uk/timetable/
- NBS8515's Timetable