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2019/20 Taught Postgraduate Module Catalogue

LUBS5451M Marketing Research

15 creditsClass Size: 260

Module manager: Prof. Dayananda Palihawadana

Taught: Semester 1 View Timetable

Year running 2019/20

This module is not approved as an Elective


This module aims to provide student with the skills and knowledge to critically explore the need for marketing research and the different stages of a marketing research process including problem definition, research design and methodology, sampling procedure, data collection, data analysis, and reporting the findings.

Learning outcomes
Upon completion of this module students will be able to:
- Critically assess marketing research in the context of understanding and evaluating the market, product, price, distribution, and promotion decision
- Critically and systematically appraise the different stages of a marketing research project

Skills outcomes
Upon completion of this module students will be able to:
- Work as an effective team player

Subject specific
- Carry out exploratory research, produce an outline marketing research proposal and carry out a marketing research project
- Apply the critical understanding gained to define a marketing research problem and report findings


Indicative content
Introduction to Marketing Research
The Marketing Research Process and problem definition
Exploratory Research Design and Secondary Data collection
Qualitative and Observational Methods
Survey Methods and Data Collection
Questionnaire Design and Measurement
Qualitative Data Analysis and quantitative data analysis
Producing marketing research reports
Students will apply the key concepts and principles of marketing research to a real world organisation by working as team of researchers

Teaching methods

Delivery typeNumberLength hoursStudent hours
Private study hours119.00
Total Contact hours31.00
Total hours (100hr per 10 credits)150.00

Methods of assessment

Assessment typeNotes% of formal assessment
Group Project/Project/Dissertation4,000 - 6,000 words100.00
Total percentage (Assessment Coursework)100.00

Resist will be 3,000 words coursework (100%) in case of individual student resits and 6,000 words coursework (100%) in case of group resits.

Reading list

The reading list is available from the Library website

Last updated: 09/10/2019


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