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.

By the end of the module the student should be able to:

• demonstrate comprehensive knowledge and understanding of the process of market and marketing research, the role and value of information, performance measurement and customer and competitor insights in marketing;
• demonstrate a critical understanding of the metrics and data sources used for evaluating business and marketing performance and gathering competitor and customer insights;
• critically appraise survey methods, questionnaire design, sampling and experimentation;
• demonstrate a conceptual understanding of generalisability, validity and reliability when analysing and interpreting qualitative and quantitative data;
• design a research study, choosing appropriate data collection and analysis methods;
• utilise IT for marketing applications and to support information retrieval, data analysis and communication
• critically analyse, evaluate and present marketing research data.