Marketing Dissertation | Abertay University

Marketing Dissertation


To provide critical insight, evaluation and the production of a marketing research project.


The aim of this Module is to provide the student with : an understanding of and an opportunity to demonstrate marketing research skills, culminating in the production of a marketing research project.

Learning Outcomes

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

1.  Identify an appropriate marketing research question, design an appropriate research strategy and consider ethics and the implications for practical marketing application.

2.  Conduct and comment on primary research, analyse and interpret this research data and report findings, providing conclusions and recommendations as appropriate on a specified marketing problem.

Indicative Content

1 Define the research

How research questions are generated and refined to produce working bases for research. The role of academic literature in the process and the importance of ethics and codes of conduct in market research.

2 Designing the research strategy

Marketing research methods, their application and implications. Selecting and implementing research methods, anticipating actionable outcomes and preparing the research for implementation.

3 Analysing primary data

Statistical tests for validity and reliability. Key approaches to quantitative and qualitative analyses and commenting on and interpreting data. Discussing the outcomes of primary research and findings based on research data and formulating conclusions recommendations.

4 Preparing the report

Understanding the interdependence of chapters, the narrative drive, the contribution to knowledge and implications of the research to marketing and future research in the subject.

Statement on Teaching, Learning and Assessment

This is an Honours project module, focusing on applied market research, running over two semesters. This module is supported by individual supervision and a classroom based research methodology programme. In semester one, the research methodology programme will focus on the philosophy of research, research approaches and design, and data collection methods; and in semester 2 the module will explore data analysis, presentation and research report production. Students are expected to demonstrate a sense of ownership of their project for which they will be required to develop a project plan and drive the project forward to completion.

Teaching and Learning Work Loads

Total 400
Lecture 24
Tutorial/Seminar 24
Supervised Practical Activity 6
Unsupervised Practical Activity 0
Assessment 170
Independent 176

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.