Market Research


The overall objective of this course is to examine market research as a tool for providing information for marketing and business decision making. Its aim is to equip each student with the ability to commission and use market research in their future careers.

Learning Outcomes

  1. Explain the essential stages of the market research process.

  2. Develop an appreciation of the strengths and weaknesses of different research approaches e.g. desk research, primary research, syndicated research etc.

  3. Describe and distinguish between the different ways/methods (questionnaires, interviews, focus groups, observation, etc.) to collect data for market research.

  4. Develop a working knowledge of the principles of both quantitative and qualitative research.

  5. Conduct market research using the research process as outlined in this module.

  6. Explain and apply the ethical requirements when conducting market research.

% Coursework 50%
% Final Exam 50%