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2019/20 Undergraduate Module Catalogue

LUBS2840 Marketing Research

20 creditsClass Size: 120

Module manager: Alessandro Biraglia

Taught: Semester 1 View Timetable

Year running 2019/20


LUBS1860Fundamentals of Marketing

This module is mutually exclusive with

LUBS2160Principles of Marketing

This module is not approved as a discovery module


The module aims to instil an understanding and an appreciation of the needs for relevant, accurate and timely marketing information in order to practice marketing. For this purpose the module introduces the inherent relationship between marketing information and marketing concept. Students are introduced to marketing information systems (MIS) and the role marketing research plays in an MIS. Subsequently the module will introduce the marketing research process and a deep understanding of the various stages of the research process. Students will receive the required knowledge, understanding, and the skills in carrying out a marketing research project.

Learning outcomes
Upon completion of this module students will be able to:
- Summarise the role of marketing research in theory and practice across a range of settings
- Critically evaluate the marketing research process
- Define a research problem and identify the relevant components of that problem
- Distinguish amongst the different research designs
- Give examples of the needs for reliable, accurate and timely information for the practice marketing

Skills outcomes
Upon completion of this module students will be able to:
- Communicate in writing and orally
- Work effectively in a team

Subject Specific
- Analyse research data and report the findings;
- Choose an appropriate research design to solve a research problems;
- Conduct and report the findings of a marketing research project


Indicative content:
1. Introduction to marketing research and the relationship between marketing information and the marketing concept, marketing information systems and research process
2. Research designs and research proposal
3. Research problem definition & research approach development
4. Secondary research strategy
5. Primary research strategy - research method choice decision and introduction to survey research
6. Primary research strategy - including sampling decision, research instrument design and data collection method choice
7. Data analysis
8. Qualitative marketing research practical application
9. Reporting the results

Teaching methods

Delivery typeNumberLength hoursStudent hours
Independent online learning hours50.00
Private study hours118.00
Total Contact hours32.00
Total hours (100hr per 10 credits)200.00

Private study

Independent online learning and private study will be used to prepare for the 10 subject specific seminars (10 x 1 hour) and prepare for the assignment and examination (c. 50 hours online research and c. 118 hours private study)

Opportunities for Formative Feedback

Feedback will be provided on the first coursework presentation to help students assess their progress and prepare for the second and final component of the assessment. Participation in seminars and seminar activities will provide the students with feedback on the students understanding of the various components of the module.

Methods of assessment

Assessment typeNotes% of formal assessment
Group Project3,500 word written report50.00
Total percentage (Assessment Coursework)50.00

The resit for this module will be 100% by 3 hour examination.

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 00 mins50.00
Total percentage (Assessment Exams)50.00

The resit for this module will be 100% by 3 hour examination.

Reading list

The reading list is available from the Library website

Last updated: 12/12/2018 10:48:53


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