Marketing Research - CB545

Location Term Level Credits (ECTS) Current Convenor 2019-20
Canterbury Spring
View Timetable
6 15 (7.5) DR R Duffy


BUSN3700 Introduction to Marketing


Available to short-term/exchange students



This module aims to provide students with understanding and experience of the theory and practice of marketing research. During the module students design and implement a marketing research plan, design a questionnaire, collect and analyse data, prepare an oral presentation and write a marketing research report.

The main topics of study are as follows:

• Introduction to marketing research: Defining and designing marketing research projects
• Understanding data: Secondary data and databases
• Primary data collection techniques.
• Questionnaire design
• Measurement and measurement scales and error.
• Sampling and sample design and error
• Entering and coding data with SPSS
• Data analysis techniques
• Communicating the results of marketing research.


This module appears in:

Contact hours

Total contact hours: 21
Private study hours: 129
Total study hours: 150

Method of assessment

Main assessment methods:
Group Presentation (20%)
Report (4000 – 6000 words) (80%)

Reassessment method:
100% coursework

Indicative reading

McDaniel and Gates, (2010), Marketing Research Essentials, 7th Edition, Chichester: John Wiley and Sons

Malhotra, N and Birks, D (2007), Marketing Research: An Applied Approach, Third Edition, London: FT Prentice Hall

Proctor, T, (2005) Essentials of Marketing Research, Fourth Edition, London: FT Prentice Hall.

See the library reading list for this module (Canterbury)

Learning outcomes

The intended subject specific learning outcomes.
On successfully completing the module students will be able to:
- demonstrate an awareness of the key concepts, theories and issues faced in marketing research;
- understand the market research process and be able to design and implement a market research plan;
- demonstrate an understanding of how to collect primary data using both qualitative and quantitative methods;
- demonstrate the ability to collect, analyse and interpret both qualitative and quantitative data relevant to a practical company brief;
- interpret data to justify decisions and make recommendations for a practical company brief;
- reflect on how theory was, or should have been used, to inform the practical decisions taken in conducting the marketing research.

The intended generic learning outcomes.
On successfully completing the module students will be able to:
- demonstrate the ability to apply theory and concepts in marketing research to practical situations;
- demonstrate the ability to collect and interpret appropriate data and information;
- demonstrate research, analytical, evaluative and critical thinking skills;
- demonstrate initiative and personal responsibility in working and studying independently;
- demonstrate effective communication skills both orally and in writing;
- demonstrate the ability to work with others to develop interpersonal and team-working skills.

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