Module code: MANM584

Module Overview

Marketing research is one of the most important and fascinating facets of marketing. The business world is moving faster than ever, meaning the intelligent and thoughtful use of research is critical to keep pace. Marketing researchers are responsible for providing information and insights to identify marketing problems and solutions in such a way that effective decisions can be taken. This module provides theoretical and practical knowledge on designing, conducting, and evaluating marketing research. The module introduces a step-by-step framework for conducting marketing research projects and making data-driven decisions, including problem definition, design, data collection, data analysis, and documentation. Additionally, it discusses the impacts of AI and other emerging technologies on marketing research. This module is beneficial for students interested in pursuing careers in marketing research and consulting.

Module provider

SOL - 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: 100

Seminar Hours: 6

Guided Learning: 38

Captured Content: 6

Module Availability

Semester 1

Prerequisites / Co-requisites


Module content

According to the main aim, students are taught how to:
¿ Define marketing research problems,
¿ Write a marketing research proposal,
¿ Organise and review relevant literature,
¿ Select the appropriate research method and data collection instrument,
¿ Develop a sampling plan,
¿ Analyse, interpret, and report qualitative and quantitative data
¿ Develop and present professional research reports

Assessment pattern

Assessment type Unit of assessment Weighting
Coursework Individual coursework 100

Alternative Assessment


Assessment Strategy

The assessment strategy of this module is aimed at allowing students to gradually build up their knowledge and understanding of marketing research and is designed to allow students to evidence their achievement of the learning outcomes. For each assessment component, students will be working in a marketing research consultant mindset by synthesizing and applying marketing research principles to real-world companies. The assessments support students to achieve all module learning outcomes. The assessment components comprise one individual coursework: Marketing Research Proposal (100%).

Formative Feedback
A detailed marking scheme is provided for students at the beginning of semester together with the assessment details. This allows students to identify what is expected of them. The marking scheme outlines the percentage figures for each assessment component. This is also essential as it allows for consistency in the marking process.
¿ During the live sessions, the requirements of each assessment component and the feedback process will be explained.
¿ As the live sessions are built around topic-specific group exercises, students do not only benefit from the module leader but also receive peer evaluations.
¿ A Q&A and feedback session is provided for each assessment component.

Summative Feedback
Detailed feedback will be provided for each summative assessment by the marker, using a marking grid with marking criteria. The grid is detailed and structured to show the breakdown of marks in each band for each criterion. All students will be able to check the detailed marking grid against the marks they scored for each part of the assessment and see what the higher-level descriptor is for achieving marks above [and below] the marks they were awarded.

Module aims

  • Provide the necessary knowledge to develop and/or critically evaluate marketing research proposals
  • Explore how to design and conduct qualitative and quantitative market research projects
  • Develop skills which are needed for pursuing a career in the marketing research industry

Learning outcomes

Attributes Developed
001 Define marketing research problems CKP
002 Understand how to collect, analyse, and interpret qualitative and quantitative data CKP
003 Use data-driven findings and insights to propose alternative marketing strategies and business solutions CPT
004 Develop marketing research reports for business and/or academic audiences PT

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Methods of Teaching / Learning

The learning and teaching strategy is designed to provide structured formal learning through the online environment. By actively engaging in the full range of guided learning activities students will explore the fundamental concepts, tools, and theories of the module to create new knowledge and build on existing experience. The live learning sessions are designed to provide students with the opportunity to learn through the application of skills, discussion, and peer learning. In this module, theory and practice go together.

Students are invited to contribute to discussions from their own background and experiences and are encouraged to be actively involved in problem solving, thus developing their own judgments, opinions, and critical thinking. Students are expected to utilise independent learning to deepen their knowledge and skills in core areas of interest. Furthermore, Q&A and discussion forums will be set up to facilitate the discussion of various topics between the module leader and students.

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: MANM584

Other information

This module contributes to the development of three pillars of Surrey¿s Curriculum Framework: Employability: It empowers students to address real marketing decision problems and opportunities through case studies and hands-on exercises using a problem-solving approach adopted by practitioners. These skills are in high demand in the market research industry. Digital Capabilities: Students are expected to learn about several analysis software (e.g., SPSS, NVivo) and applications to address marketing problems and opportunities through research and data-driven marketing decisions. This module also discusses the impacts of AI and other emerging technologies on marketing research. Resourcefulness and Resilience: This module improves students¿ self-efficacy through development of critical thinking and research skills, with expertise in selected subject of academic and professional interest, capable to identify business problems and apply marketing research methods to obtain new insights aimed to address real-life marketing problems and opportunities. These skills are highly relevant when engaging with the professional and/or academic marketing research projects.

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Strategic Marketing (Online) 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 2025/6 academic year.