Research Methods for Marketing
| Module title | Research Methods for Marketing |
|---|---|
| Module code | BEM2061 |
| Academic year | 2025/6 |
| Credits | 15 |
| Module staff | Dr Steven Boyne (Convenor) |
| Duration: Term | 1 | 2 | 3 |
|---|---|---|---|
| Duration: Weeks | 11 |
| Number students taking module (anticipated) | 215 |
|---|
Module description
This is a research methods module with an applied focus on marketing research. The knowledge and skills gained from this module will provide you with a grounding in research design and analytical techniques (quantitative and qualitative) that can be used to underpin either industry-based marketing research or further HE studies e.g. the final year BUS3001 Dissertation module and/or masters-level studies.
The quantitative research content of the module builds upon your existing knowledge of descriptive and bi-variate statistics by introducing the multivariate techniques of factor analysis, structural equation modelling and multiple regression analysis. Experimental methods are also covered. The qualitative research module content provides students with a grounding in the principles of more interpretive research orientations – practically, this focus will examine how marketing researchers can utilise a range of qualitative research designs for the collection of data. You will also learn a range of analytical and interpretive techniques.
This module will appeal in particular to students with an interest in marketing, and quantitative and qualitative research methods. The principles of research design and the analysis and interpretation of data are transferable, but this module is specifically focused on research for marketing research applications.
Module aims - intentions of the module
- To engage students with multivariate quantitative methods, experimental methods and qualitative research approaches appropriate for the study of consumers and markets
- To develop skills in designing and implementing appropriate consumer and market research studies to successfully address practical marketing problems
- 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. Design quantitative and qualitative research for marketing
- 2. Apply knowledge and skills to analyse and interpret consumer and market data
ILO: Discipline-specific skills
On successfully completing the module you will be able to...
- 3. Critically discuss literature and concepts in marketing research
- 4. Discuss interactions between marketing research and marketing-related decision making
ILO: Personal and key skills
On successfully completing the module you will be able to...
- 5. Develop and critically appraise key practical skills and knowledge
- 6. Apply technological tools to strategically undertake analyses and communicate findings
Syllabus plan
Ontology and epistemology in social science
Research ethics (social science and industry)
Principles and practice of statistical testing for descriptive and bivariate statistics
Multivariate statistical techniques for marketing research
Experimental methods for marketing research
Qualitative Process and Research Design
Data Collection: Interviews and Focus Groups
Data Collection: Observations, Ethnography, and Netnography
Other approaches: Phenomenology, Diary Studies and Projective Techniques
Interpretation: General Analytical Procedure, Coding and Thematic Analysis, Grounded Theory
Secondary sources: using our library resources
Learning activities and teaching methods (given in hours of study time)
| Scheduled Learning and Teaching Activities | Guided independent study | Placement / study abroad |
|---|---|---|
| 20 | 130 | 0 |
Details of learning activities and teaching methods
| Category | Hours of study time | Description |
|---|---|---|
| Scheduled Learning and Teaching Activity | 20 | Lectures and seminars |
| Guided Independent Study | 100 | Reading, research and assignment preparation |
| Guided Independent Study | 30 | Asynchronous ELE page study and learning activities |
Formative assessment
| Form of assessment | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|
| Q&A during seminars | During seminars | 1-6 | Live tutor feedback |
| Interactive Lecture-based Mentimeter quizzes | During lectures | 1-5 | Live tutor feedback |
| Mid-term online (ELE) practice multiple-choice question (MCQ) quiz | Online but not timed | 1-5 | ELE autofeedback |
Summative assessment (% of credit)
| Coursework | Written exams | Practical exams |
|---|---|---|
| 80 | 20 | 0 |
Details of summative assessment
| Form of assessment | % of credit | Size of the assessment (eg length / duration) | ILOs assessed | Feedback method |
|---|---|---|---|---|
| On-Campus MCQ | 20 | 40 MCQs (45 minutes) | 1-5 | Correct answers are released post-exam |
| Coursework | 80 | 2,000 words | 1-6 | Written feedback |
Details of re-assessment (where required by referral or deferral)
| Original form of assessment | Form of re-assessment | ILOs re-assessed | Timescale for re-assessment |
|---|---|---|---|
| On-Campus MCQ (20%) | Coursework (20%) | 1-5 | Referral/deferral period |
| Coursework (80%) | Coursework (80%) | 1-6 | Referral/deferral period |
Re-assessment notes
Deferral – if you miss an assessment for certificated reasons judged acceptable by the Mitigation Committee, you will normally be either deferred in the assessment or an extension may be granted. The mark given for a re-assessment taken as a result of deferral will not be capped and will be treated as it would be if it were your first attempt at the assessment.
Referral – if you have failed the module overall (i.e. a final overall module mark of less than 40%) you will be required to submit a further assessment as necessary. If you are successful on referral, your overall module mark will be capped at 40%.
Indicative learning resources - Basic reading
- 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.
- Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer.
- Wilson, A. (2018). Marketing Research Delivering Customer Insight (4th Edition). Bloomsbury
Indicative learning resources - Web based and electronic resources
- ELE – Faculty to provide hyperlink to appropriate pages
| Credit value | 15 |
|---|---|
| Module ECTS | 7.5 |
| Module pre-requisites | BEM1019 or equivalent and BEM1024 or equivalent |
| Module co-requisites | None |
| NQF level (module) | 5 |
| Available as distance learning? | No |
| Origin date | 20/01/2025 |
| Last revision date | 06/03/2025 |
