Marketing Dissertation 2: Empirical Study and Final Thesis


The exploration of a defined knowledge gap, and application of a defined research method, to focus the collection of desk and primary data, its analysis, and interpretation to draw conclusions and answer research questions.


The aim of this Module is to provide the student with: the problem solving and critical thinking skills appropriate to prepare and submit a complete market research study (dissertation)

Learning Outcomes

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

1.  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.

2.  Combine a literature review and justified research design, with primary data to address and specific knowledge gap and answer defined aims and objectives in the form of a dissertation

Indicative Content

1 Data collection

Quantitative design, testing, data collection in practice Qualitative design, testing, data collection in practice

2 Data Analysis

Using statistics to evaluate data Using subjective methods to evaluate data

3 Data Presentation

Quantitative data presentation, significance, selection and strategies Qualitative data presentation - narrative, and story telling using words

4 Dissertation integration

Coordination of research aims and objective, with outcomes

Statement on Teaching, Learning and Assessment

This is an 'honours dissertation' module, focusing on applied market research, running over ONE semester. This module is supported by individual supervision and a classroom based research design, data analysis, and data presentation programme. The module will explore data analysis, presentation and research report / dissertation production. Students are expected to demonstrate a sense of ownership of their project which has a high level of independent study, supported by a supervisor

Teaching and Learning Work Loads

Total 198
Lecture 14
Tutorial/Seminar 22
Supervised Practical Activity 6
Unsupervised Practical Activity 0
Assessment 88
Independent 68

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.