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NBS8515 : Marketing Research for Dual Award (Semester 1)

  • Offered for Year: 2022/23
  • Module Leader(s): Dr Saurabh Bhattacharya
  • Owning School: Newcastle University Business School
  • Teaching Location: Newcastle City Campus
Semester 1 Credit Value: 10
ECTS Credits: 5.0


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 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
Scheduled Learning And Teaching ActivitiesLecture22:004:00PIP Lecture
Scheduled Learning And Teaching ActivitiesLecture42:008:00Synchronous Online Lectures
Guided Independent StudyAssessment preparation and completion126:0026:00Time for students to complete formative and summative assessments
Scheduled Learning And Teaching ActivitiesPractical101:0010:00PIP Computer Cluster (SPSS demonstration and practice and analysis of output) (Semester 1)
Guided Independent StudyDirected research and reading133:0033:00Based on approximately 3 hours per teaching week (3x11)
Guided Independent StudyIndependent study119:0019:00N/A
Jointly Taught With
Code Title
NBS8514Marketing 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

Description Length Semester When Set Percentage Comment
Digital Examination901A100In-Person PC Exam having MCQs & open-ended questions. If a move to completely online Exam necessary, same format but not in-Person.
Formative Assessments
Description Semester When Set Comment
Prob solv exercises1MAnalyse 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