Marketing Research in Practice | Abertay University

Marketing Research in Practice


To provide an analysis of marketing research methods for academic and practical purposes.


The aim of this Module is to provide the student with : an understanding of the nature and purpose of, and approaches to, academic and practical marketing research, and to develop appropriate research knowledge and skills.

Learning Outcomes

By the end of this module the student should be able to:

1.  Evaluate the process of selection, justification, analysis and interpretation of appropriate research methodology and data to meet specified research aims and objectives.

2.  Develop a research based solution for a specified marketing problem.

Indicative Content

1 The purpose of marketing research

To understand the differences between research, journalism and consultancy. To develop understanding of marketing research, where it comes from and how it could and should be applied using a variety of contexts. The ethics, risk assessment and legal aspects of research will be examined and assessed.

2 Designing the research question and strategy

Formulating research questions through understanding the literature, gaps in the research and then developing an appropriate research question and methodologies, understanding their role, limitations and criteria for selection.

3 Primary research methodologies

Understand approaches to primary research, qualitative and quantitative research methods. Accounting and dealing with generalisability, validity and reliability in method selection.

4 Analysing data and preparing reports

Understanding strategies of qualitative and quantitative data analysis, the management and interpretation of that data and providing commentary and recommendations in the form of a report based on that analysis.

Statement on Teaching, Learning and Assessment

Students will be engaged in enquiry and real-world business problems, individually and in groups, for at least 60% of their contact time, and that enquiry process will increasingly drive their independent access to the information they work with.

Teaching and Learning Work Loads

Total 200
Lecture 14
Tutorial/Seminar 14
Supervised Practical Activity 0
Unsupervised Practical Activity 0
Assessment 67
Independent 105

Guidance notes

Credit Value – The total value of SCQF credits for the module. 20 credits are the equivalent of 10 ECTS credits. A full-time student should normally register for 60 SCQF credits per semester.


We make every effort to ensure that the information on our website is accurate but it is possible that some changes may occur prior to the academic year of entry. The modules listed in this catalogue are offered subject to availability during academic year 2017/18 , and may be subject to change for future years.