NBS8514 : Marketing Research

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 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, to initiate marketing action, to monitor marketing performance, and to 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. Semester 1 covers secondary research and qualitative research methods, whilst semester 2 covers quantitative research methods.

Teaching is delivered through lectures, seminars, and computer-based practicals.

Outline Of Syllabus

The syllabus includes the following themes:

- Marketing Research Process
- Secondary research and conducting a literature review
- Qualitative research methods
- 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 StudyAssessment preparation and completion164:0064:00N/A
Scheduled Learning And Teaching ActivitiesLecture152:0030:00N/A
Guided Independent StudyDirected research and reading150:0050:00N/A
Scheduled Learning And Teaching ActivitiesPractical41:004:00N/A
Scheduled Learning And Teaching ActivitiesSmall group teaching21:002:00N/A
Guided Independent StudyIndependent study150:0050:00N/A
Jointly Taught With
Code Title
NBS8515Marketing Research for Dual Award (Semester 1)
NBS8516Marketing Research for Dual Award (Semester 2)
Teaching Rationale And Relationship

In this module through a combination of Lectures, Seminars, and Computer Clusters students will be introduced and taught the core concepts of Marketing Research (Qualitative and Quantitative). In the first semester through a combination of lectures and seminars students would be introduced to qualitative research methods, which will additionally help them to undertake group coursework. The lectures and seminars (in which two exercises will be conducted) will help the student to apply appropriate qualitative research methods on semi-structured interviews collected from consumers to solve complex problems and create new knowledge. Also, while working in teams during the seminars and the group course work students will be working in teams (which are culturally diverse) and are expected to demonstrate cultural empathy and resilience.

In Semester 2, students through a combination of lectures and computer clusters would be introduced to quantitative research methods, which is the major content for the end semester exam. The computer clusters and lectures will help the students to apply appropriate quantitative research methods to interpret marketing data, solve complex problems and justify decisions. In addition, students will be able to 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
Written Examination1202A50Multiple choice questions plus open-ended questions
Exam Pairings
Module Code Module Title Semester Comment
LBS8514Marketing Research2London equivalent module
Other Assessment
Description Semester When Set Percentage Comment
Report1M50Qualitative marketing research project report (4000 words); group work (6-7 students)
Formative Assessments
Description Semester When Set Comment
Written exercise1MWrite a Research Proposal related to their group project and submit during Seminar 1 or code a sample interview transcrip
Prob solv exercises2MProblem solving exercises in Semester 2
Assessment Rationale And Relationship

The group project in Semester 1 assesses the ability of the group to apply qualitative research techniques taught in lecturers and discussed during seminars to a specific marketing research project. Group work also encourages students to contribute actively and collectively to the learning process and enables them to develop a range of transferable skills including team working, planning and organisation and presentation. In order to ensure that; all members participate actively and offer a sustained contribution throughout the group project assessment, a group diary will be maintained by each group to document team meetings and assigned actions for each member. Each student’s contribution to the group project will be peer assessed and the scores of peer assessment will be used to derive the individual student’s final marks for the group project. The peer assessment will ensure that the marks are allocated fairly based on the individual’s contribution to the group project.
The written examination at the end of Semester 2 provides students with the opportunity to demonstrate their understanding of the various quantitative research methods and data analysis techniques.
In Semester 1, students will be asked to write a Research Proposal related to their group project and submit during Seminar 1 or code a sample interview transcript (problem solving exercise) in Seminar 1. A formative feedback on this will be provided in Seminar 2.

Problem solving exercises in Semester 2 (Lab 1,2,3 and 4). Feedback on this will be provided during the lab sessions.

Reading Lists