Academic Handbook Course Descriptors and Programme Specifications

LBUSI5110 Marketing Research Course Descriptor subject to approval

Last modified on November 19th, 2024 at 11:28 am

Print/Save PDF
Discipline Business and Project Management
UK Credit 15
US Credit 4
FHEQ Level 5
Core Attributes None
Prerequisites Introduction to Marketing

Business Statistics OR Statistics for Economists OR other equivalent quantitative research methods course
Corequisites None

Course Overview

Marketing and advertising managers use marketing research to make a wide range of decisions, spanning from product development and sales management to advertising and promotions.

In this experientially-oriented course, we will address each step in the marketing research process. The goal of this course is to learn to conduct a market research project from start to finish. The hands-on project includes research problem formulation to address a real-world business problem, survey design, data analysis, and communication of findings in a professional manner.

Learning Outcomes

On successful completion of the course, students will be able to:

Knowledge and Understanding

K1b Formulate a relevant marketing research question, appropriate to a given real-life scenario.
K2b Construct an appropriate research design for a marketing research question.

Subject Specific Skills

S1b Critically evaluate and apply a range of quantitative research methods to a real-life marketing problem, and produce evidence-based recommendations with ethical practice and sustainability in mind.

Transferable and Professional Skills

T1b Communicate ideas effectively in a style and form appropriate to Marketing, with coherently organised ideas and appropriate academic references.
T2b Demonstrate a sound technical proficiency in written English and skill in selecting vocabulary so as to communicate effectively to specialist and non-specialist audiences.

Teaching and Learning

Teaching and learning strategies for this course will include: 

A minimum of 36 contact hours, typically to include interactive group teaching, co-curriculars, individual meetings, in-class presentations and exams.

Course information and supplementary materials are available on the University’s Virtual Learning Environment (VLE).

Students will receive individualised developmental feedback on their work for this course.

Students are required to attend and participate in all the formal and timetabled sessions for this course. Students are also expected to manage their directed learning and independent study in support of the course.

Assessment

Both formative and summative assessment are used as part of this course, with purely formative opportunities typically embedded within interactive teaching sessions, office hours, and/or the VLE.

Summative

AE Assessment Activity Weighting (%) Duration Length
1 Portfolio 100% 2500 words or equivalent

The portfolio should contain a range of activities relevant to a business project, and as a minimum should contain one written element and one oral element (presentation).

Further information can be found in the Course Syllabus.

Feedback

Students will receive formative and summative feedback in a variety of ways, written (e.g. marked up on assignments, through email or the VLE) or oral (e.g. as part of interactive teaching sessions or in office hours). 

Indicative Reading

Note: Comprehensive and current reading lists for courses are produced annually in the Course Syllabus or other documentation provided to students; the indicative reading list provided below is used as part of the approval/modification process only.

Books

Indicative textbooks:

  • Esteban-Bravo M. and J. M. Vidal-Sanz (2021) Marketing Research Methods: Quantitative and Qualitative Approaches, Cambridge University Press.
  • Saunders, Mark, Philip Lewis, and Adrian Thornhill. (2019) Research methods for business students. Pearson education. 8th Edition

Journals

  • Pauwels, K., & Perry, V. G. (2022). “Models That Matter: How Quantitative Marketing Research Can Impact Public Policy.” Journal of Public Policy & Marketing, 41(3), 206-210
  • Soykoth, M.W., Sim, W. & Frederick, S. (2024) “Research trends in market intelligence: a review through a data-driven quantitative approach.” Journal of Marketing Analytics.
  • Vivienne, Son, et al. (2023) “The Social Life of Data: Strategies for Categorizing Fluid and Multiple Genders.” Journal of Gender Studies, vol. 32, no. 5, pp. 498–513, https://doi.org/10.1080/09589236.2021.2000852.

Electronic Resources

Indicative Topics

Students will study the following topics:

  • Types of research: Exploratory and descriptive
  • Problem formulation and research design
  • Measurement and questionnaire design
  • Sampling and regression
  • Univariate and multivariate data analysis

Version History

Title: LBUSI5110 Marketing Research Course Descriptor

Approved by: Academic Board

Location: academic-handbook/programme-specifications-and-handbooks/
Version Number Date Approved Date Published Owner Proposed Next Review Date Modification (As per AQF4) & Category Number
1.0 October 2024 November 2024 Dr Sanjay Bhowmick October 2029