Module code: MANM019

Module Overview

This module aims to provide students with both theoretical and practical understanding of marketing research is designed, conducted and assessed. More specifically, this module offers the relevant framework for making the right decisions involved in marketing research. The module is organized around the stages of a marketing research project (e.g. problem definition, design, data collection, data analysis, and documentation). Additionally, selected applied marketing research topics are covered in the module (e.g. brand research, customer satisfaction research and so forth.)

The course will be of particular value to students planning careers in marketing research and marketing consulting. The course is designed for students with some background in basic marketing concepts.

Addressing different learning styles, the following teaching methods are applied in this course: Pre-readings, Lectures, Class Exercises, Class Discussions, Real World Cases, Individual Assignment, Exam.

Module provider

Surrey Business School

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code: N510

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

Indicative content includes:

The nature, scope and role of marketing research
Marketing research process
Using and evaluating various research types
Using and evaluating various research methods
Sampling frames and sampling methods
Questionnaire design
Experimental designs
Consumer behaviour research
Customer satisfaction & loyalty research
Advertising & brand research
Product (innovation) research
Online & mobile research

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework GROUP ASSIGNMENT - 2500 WORDS 50
Examination EXAM - 2 HOURS - CLOSED BOOK 50

Alternative Assessment

Not applicable

Assessment Strategy

The assessment strategy is designed to provide students with the opportunity to demonstrate

Understand and critically analyse various methods of marketing research,
Appreciate the importance of planning marketing research to marketing research quality, decision quality and business performance, and
Gain some practical knowledge on how to design marketing research projects.

Group research report contributes to LO2 and LO3. Individual exam contributes to LO1-LO4.

Thus, the summative assessment for this module consists of:

Group report (2500 words)
Individual, closed-book exam (2 hours)

A feedback sheet for each group report will be developed and applied in the marking process. The feedback sheet details the key criteria used, assoiciated meanings, and mark allocation.

Formative assessment and feedback

Formative assessment sessions will be conducted where the students are asked to report their progress and share issues with the seminar tutor. Pre-exam feedback will be provided in the form of examinable topics to facilitate students’ preparation for exam.

Module aims

  • Gain knowledge of critical facets of marketing research theory and practice
  • Understand the need for managerial specialisms and the corresponding responsibilities of marketing research;
  • Obtain systematic knowledge of sequential stages of marketing research;
  • Understand the nature and techniques of applied marketing research and typical approaches
  • Draw up a research proposal, apply research techniques in marketing practice

Learning outcomes

Attributes Developed
1 Understand the scope and character of marketing research. KCP
2 Understand designing aspects of marketing research KCPT
3 Discuss and evaluate different applied marketing research approaches and designs KPT
4 Discuss and evaluate hot topics relating to marketing research KPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 123

Lecture Hours: 22

Tutorial Hours: 5

Methods of Teaching / Learning

The learning and teaching methods include:

The core delivery method involves a combination of 2-hour lecture and 1-hour seminar every second week.
Lectures will be held to introduce and discuss the module content.
Seminars will be held to apply these methods covered in lectures, and will be partially allocated to support sudents’ preparation for coursework and exam.
Q&A forums will be set up to facilitate the discussion of various topics (e.g. Individual Report, Exam, Discussions, Cases).

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list


Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Retail Marketing in the Digital Environment MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Marketing Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
International Marketing Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2018/9 academic year.