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2021/22 Taught Postgraduate Module Catalogue

LUBS5451M Marketing Research

15 creditsClass Size: 260

Module manager: Prof. Dayananda Palihawadana

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2021/22

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 gain the following skills outcomes:
- Evaluate academic theories/constructs and develop logical arguments
- Manage their time effectively
- Develop organizational skills
- Understand reported statistics

Subject specific
- Carry out exploratory research
- Apply the critical understanding gained to define a marketing research problem, carry out a marketing research project, and report findings
- Conduct data analysis using SPSS software


Indicative content
Introduction to Marketing Research
The Marketing Research Process and Problem Definition
Secondary Data Collection and Exploratory Research Design
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 a 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

Private study

This could include a variety of activities, such as reading, watching videos, question practice and exam preparation.

Opportunities for Formative Feedback

Your teaching methods could include a variety of delivery models, such as face-to-face teaching, live webinars, discussion boards and other interactive activities. There will be opportunities for formative feedback throughout the module.

Methods of assessment

Assessment typeNotes% of formal assessment
Assignment3,000 words100.00
Total percentage (Assessment Coursework)100.00

Resist will be 3,000 words coursework (100%)

Reading list

The reading list is available from the Library website

Last updated: 30/06/2021 15:20:03


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