MA21 Marketing Research

Module Name
Marketing Research
Module Code
Phase 1 related modules (MA) or equivalent
Marketing research is an important tool in marketing management. Using the results from a research study is as important as conducting one. By understanding the research process, users of research will be better able to judge the suitability, reliability and the validity of a research study. Understanding the research process and commonly used tools in marketing research is imperative for a student of marketing.
  • Demonstrate a working knowledge of the concepts and methods of marketing research.
  • To familiarise the student with the commonly used techniques in the collection and analysis of marketing research information.
  • To enable the student to gain perspective and to acquire experience in applying these techniques and report findings through a research project
  • Show an understanding of questionnaire design and sampling theory.
  • Demonstrate competency with the SPSS statistical software package and the ability to use SPSS to enter marketing data, conduct various types of statistical analyses and interpret their outputs.
  •  Exhibit an understanding of qualitative and quantitative research methods and their application to marketing research.
  • To develop an understanding of decision making in marketing, its inherent difficulties and pitfalls and the importance of information in marketing research
  • The Nature of Marketing Research

  • The Marketing Research Process
  • The Industry – Structure, Evaluation and Ethics
  • Defining the Problem, Determining Research Objectives
  • Research Designs
  • Secondary Data
  • Standardised Information Services
  • Observation, Focus Groups and Other Qualitative Methods
  • Survey (Quantitative) Data Collection Methods
  • Measurement in Marketing Research
  • Basic Data Analysis: Descriptive Statistics
  • Determining the Sample Plan
  • Determining the Size of a Sample
  • Designing the Questionnaire
  • Data Collection Issues
  • The Marketing Research Report
Instruction / Study Load

24 Lesson hours

8 Preparatory Lesson Hours

10 Assignments / Homework hours

20 Exam and exam preparation hours

50 Literature (Depending on the length and difficulty of the book) hours

The course uses 350 pages from the book(s) and journal articles where:

  • 350 pages easy reading and understanding material – 50 hours


  • Difficult reading and understanding material – 3 pages per hour
  • Average reading and understanding material – 5 pages per hour
  • Easy reading and understanding material – 7 pages per hour

Total 112 Hours


IBA Final Qualification Mapping
Mapped with numbers 1, 3, 4, 6 and 18. See the EEG for further reference.
Teaching Language
Teaching Methods
  • Classroom lecturing
  • Case study discussions
  • Feedback and presentation sessions
  • Video and film
  • Discussion sessions
  • Research Papers
Module / Lecture and seminar status
Testing and assessment
Written Examination (1) See the EEG for further reference
European Credits
Required literature

Marketing Research with SPSS 13.0. Alvin C. Burns and Ronald F. Bush., Prentice Hall, ISBN-10: 0132280353, ISBN-13: 9780132280358


Articles and Journals related to the module are to be published on the Module Online Area.