This module will build on students' prior knowledge of basic research techniques, and review contemporary approaches to marketing research design, data collection and analysis. A range of customer, market and competitor analysis techniques will be explored using data from conventional marketing research techniques as well as from e-commerce, geodemographic and new-media sources. Students will also develop an understanding of the importance of effective performance measurement (i.e. making marketing more accountable) which will include approaches to assessing the financial viability of marketing investments. Students will further develop their appreciation of market information and intelligence and acquire the specialised skills needed to plan, manage and report marketing research studies.