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Study information

Consumer and Market Analysis

Module titleConsumer and Market Analysis
Module codeBEM2044
Academic year2024/5
Module staff

Dr Steven Boyne (Convenor)

Professor Michael Rowlinson (Convenor)

Duration: Term123
Duration: Weeks




Number students taking module (anticipated)


Module description


This module seeks to develop an interdisciplinary, theoretically informed understanding of quantitative and qualitative research which recognises the importance of researching consumers and markets and their behaviour using appropriate methods. Marketing research is of primary importance for those wishing to pursue a career in marketing, advertising, or market research.


Case studies and examples from a range of markets will enhance students’ understanding of international issues affecting the design and implementation of quantitative and qualitative marketing research.


Students will learn how to conduct a consumer research study and how to analyse rich and in-depth consumer data using appropriate methods. This will develop their practical and problem-solving skills and enhance their own marketability for future employment.

Module aims - intentions of the module

  1. To expose students to the range of quantitative and qualitative research approaches appropriate for the study of consumers and markets
  2. To develop skills in designing and implementing appropriate consumer and market research studies to successfully address practical management problems
  3. To develop skills in analysing and interpreting consumer and market research data to support marketing decision-making

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 1. Plan and implement quantitative and qualitative research for marketing
  • 2. Demonstrate knowledge and skills of analysing and interpreting consumer and market data

ILO: Discipline-specific skills

On successfully completing the module you will be able to...

  • 3. Demonstrate knowledge of literature and concepts in consumer and market research and related fields
  • 4. Demonstrate an understanding of the interactions between consumer research and marketing decision making

ILO: Personal and key skills

On successfully completing the module you will be able to...

  • 5. Develop communication skills, including negotiation, argumentation, and written presentation
  • 6. Develop key practical skills in research planning, implementation and analysis
  • 7. Apply technological tools to strategically source, process, and communicate consumer and market data

Syllabus plan

Term 1:

  • Introduction to Quantitative Marketing Research
  • Project management and consultancy research
  • Theory and how to use it. Data, sampling, specifying hypotheses and statistical analysis
  • Collecting data and managing data in SPSS
  • Parametric statistical tests 1: T-tests, ANOVA and Pearson’s Correlations
  • Nonparametric statistical tests: Mann-Whitney, Kruskal-Wallis, Kendall’s Tau and chi-square
  • Parametric statistical tests 2: Simple and Multiple Regression Analysis
  • Introducing Exploratory factory analysis (EFA) and Structural equation modelling (SEM)
  • Experimental research in marketing
  • Reporting statistical analyses and marketing research findings

Term 2:

  • Choosing a Qualitative Research Topic
  • Searching the Research Literature
  • Interviews
  • Observation and Ethnography
  • Online Observation and Netnography
  • Reviewing the Research Literature - Interpretation and Theory
  • History and Archives
  • Focus Groups and Projective Methods
  • Analysing Qualitative Data – Coding and Discourse Analysis
  • Presentation and Referencing for a Literature Review

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled learning and teaching activity40Lectures/tutorials
Guided independent study200Reading, research and essay writing
Guided independent study60 Asynchronous ELE page study and learning activities

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussion Q&ADuring tutorials1-7In class – oral
Interactive mentimeter quizzesDuring lectures1, 2, 3, 4, 6 and 7In-class – oral and presentation slides
Mid-term online (ELE) practice multiple-choice question (MCQ) quizOnline but not timed1, 2, 3, 4, 6 and 7ELE and in-class

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Coursework (term 1-individual assignment)422000 words1-7Written feedback
MCQ exam (term 1)840 MCQs (45 mins)1-7Correct answers are released after the quiz is closed and the grades are moderated
Coursework A (term 2 -individual assignment)201500 words1-7Written feedback
Coursework B (term 2 -individual assignment)302000 words 1, 2, 3, 4, 5 and 6Written feedback

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual report (42%)2000 words (42%)1-7Reassessment period
MCQ exam (8%)40 MCQs (8%) (45 mins)1-7Reassessment period
Coursework A (term 2- individual assignment (20%)1500 words(20%) 1-7Reassessment period
Coursework B (term 2- individual assignment (30%)2000 words (30%) 1, 2, 3, 4, 5 and 6Reassessment period

Indicative learning resources - Basic reading


Marketing and marketing research:

  • Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2019). Marketing: an introduction (4th ed.). Harlow: Pearson Education.
  • Burns, A. C., Veeck, A., & Bush, R. F. (2017). Marketing research. Pearson Education.
  • Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer.

Survey design and statistics:

  • Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode surveys: the tailored design method: John Wiley & Sons.
  • Ho, R. (2017). Understanding statistics for the social sciences with IBM SPSS. CRC Press.
  • Kraska-Miller, M. (2014). Nonparametric statistics for social and behavioral sciences. CRC Press.
  • Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer.


  • Haslam, S. (2017). Consulting skills for social researchers (1 ed.). Bristol University Press.
  • Czerniawska, F. (2002). Value-based consulting. Palgrave.



  • Collis, J., & Hussey, R. (2021). Business research: A practical guide for undergraduate and postgraduate students (5th Edition). Red Globe Press.
  • Malhotra, N. (2019). Marketing Research: An Applied Orientation (7th Edition). Pearson. 
  • McDaniel, C. & Gates, R.H. (2019). Marketing Research (11th Edition). Wiley. 
  •  Wilson, A. (2018). Marketing Research Delivering Customer Insight (4th Edition). Bloomsbury

Web-based and electronic resources:



Indicative learning resources - Other resources


Key words search

Marketing Research, Consumers, Markets, Quantitative, Qualitative, Statistics, Survey Research, Analysis, Interpretation

Credit value30
Module ECTS


Module pre-requisites

BEM1019 Fundamentals of Marketing


Module co-requisites


NQF level (module)


Available as distance learning?


Origin date


Last revision date