Marketing Research in Theory and Practice


To provide insight into marketing research 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, justify and select an appropriate research methodology to meet specified research aims and objectives.

2.  Analyse and interpret data in a marketing context.

3.  Develop a research-based solution for a specified marketing problem.

Indicative Content

1 The purpose of marketing research

To develop understanding of marketing research, where it comes from and how it could and should be applied using a variety of contexts.

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. Dealing with generalisability, validity and reliability in method selection.

4 Analysing data and preparing reports

Understanding qualitative and quantitative data analysis, the management and interpretation of that data and providing 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 14
Unsupervised Practical Activity 0
Assessment 60
Independent 98

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 2019/10 , and may be subject to change for future years.