APPLIED MARKETING RESEARCH - 2020/1

Module code: MANM019

Module Overview

This module aims to provide students with both theoretical and practical understanding of marketing research, how it 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).

The course will be of particular value to students planning careers in marketing research and marketing consulting.

Addressing different student learning styles, the following teaching and assessment methods are applied in this course: Pre-readings, lectures/sessions, tutorials, class discussions, case studies, Poll Everywhere, group assignment and exam.

Module provider

Surrey Business School

Module Leader

FLOH Arne (SBS)

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

None 

Module content

Indicative content includes:


  • The nature, scope and role of marketing research

  • Marketing research process

  • Using and evaluating various research methods

  • Sampling frames and sampling methods

  • Questionnaire design

  • Experimental designs

  • Consumer behaviour research

  • Product (innovation) research


Assessment pattern

Assessment type Unit of assessment Weighting
Coursework GROUP ASSIGNMENT - 3000 WORDS 50
Examination EXAM - 2 HOURS - CLOSED BOOK 50

Alternative Assessment

Alternative Assessment: An individual marketing research report of 2,000 words. This applies to students who fail the module and the group assignment. 

Assessment Strategy

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


  • 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

  • Gain 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 (3000 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, associated meanings, and mark allocation.

Formative assessment and feedback

Formative assessment sessions will be conducted where the students will be asked to report their progress and discuss the assessments. Pre-exam feedback sessions will be provided to facilitate students’ preparation regarding 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 and apply research techniques in marketing practice

Learning outcomes

Attributes Developed Ref
001 Understand the scope and character of marketing research KCP
002 Understand designing aspects of marketing research KCPT
003 Discuss and evaluate different applied marketing research approaches and designs KPT
004 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 delivery method involves a combination of 2-hours lecture each week and 1-hour seminar every second week

  • Lectures will be held to introduce and discuss the module content

  • Seminar will be conducted to apply the concepts in practice

  • Computer lab seminars will be held for quantitative research software; SPSS

  • Support sessions along with lectures and seminars will be held to support students’ preparation for coursework and exam


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

Reading list for APPLIED MARKETING RESEARCH : http://aspire.surrey.ac.uk/modules/manm019

Programmes this module appears in

Programme Semester Classification Qualifying conditions
International Marketing MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
International Retail Marketing in the Digital Environment MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Business Management (Marketing) MBus 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Digital Marketing and Channel Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Strategic Marketing 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 2020/1 academic year.