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2022/23 Undergraduate Module Catalogue

LUBS2840 Marketing Research

20 creditsClass Size: 180

Module manager: Alessandro Biraglia

Taught: Semester 1 (Sep to Jan) View Timetable

Year running 2022/23


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:
- 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
- Produce detailed marketing research proposal
- Conduct data analysis using SPSS software (or equivalent)


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
Private study hours170.00
Total Contact hours30.00
Total hours (100hr per 10 credits)200.00

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

Exam typeExam duration% of formal assessment
Standard exam (closed essays, MCQs etc)2 hr 00 mins100.00
Total percentage (Assessment Exams)100.00

The resit for this module will be 100% by 2hr examination.

Reading list

The reading list is available from the Library website

Last updated: 24/06/2022 16:43:28


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