Module code: MANM019

Module Overview

The main aim of this module is to get students “ready” for writing their dissertations. Whereas all stages of a research process are covered in this module, the clear focus is on conducting empirical studies. 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 for students planning careers in marketing research and marketing consulting.


Module provider

Surrey Business School

Module Leader


Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

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

Overall student workload

Independent Learning Hours: 106

Lecture Hours: 11

Seminar Hours: 11

Guided Learning: 11

Captured Content: 11

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

According to the main aim, students are taught how to

  • choose an innovative and manageable research question,

  • organise and review relevant literature,

  • select the appropriate research method and data collection instrument,

  • develop an online questionnaire using Qualtrics

  • analyse quantitative data using R Studio Cloud,

  • write appealing and easy-to-read research reports (including charts) and

  • analyse, interpret and report qualitative data.

Assessment pattern

Assessment type Unit of assessment Weighting

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 and execute marketing research projects to either solve business problems and/or evaluate business opportunities

Group video contributes to LO2 and LO4. Individual coursework contributes to LO1 and LO3.

Thus, the summative assessment for this module consists of:

  • Group coursework (35%)

  • Individual coursework (65%)

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. 

Module aims

  • Provide the necessary knowledge to critically evaluate marketing research studies
  • Explore how to conduct empirical studies
  • Develop skills which are needed for pursuing a career in the marketing research industry

Learning outcomes

Attributes Developed
001 Critically reflect marketing research studies. KC
002 Design qualitative and quantitative marketing research projects. KCPT
003 Analyse, interpret and report marketing research primary data. KCPT
004 Apply marketing research methods to solve complex business problems and evaluate business opportunities KCPT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching method is based on the hybrid learning approach of the University of Surrey. Specifically, learning and teaching includes

  • lectures (online or face-to-face) delivering the basic concepts of qualitative and quantitate research methods,

  • seminars (face-to-face) practising the methods introduced in the lectures,

  • independent learning activities for students, and

  • support sessions along with lectures and seminars will be held to support students’ preparation for the individual coursework.

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
Upon accessing the reading list, please search for the module using the module code: 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
Strategic Marketing MSc 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

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 2022/3 academic year.