Market Research

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Module code


  • Level 2
  • Semester 1
  • Humanities - School of Humanities
  • Coursework 100%
  • Monday Evening Tutorial Available 18.00-20.30


Effective marketing depends on having access to accurate, reliable, up to date information about consumers and about markets. This module will explore the various types of information which may be relevant in different circumstances and the different ways in which this information can be obtained. We will look at primary data which is gathered for a specific purpose and secondary data which may already be available.


Mr Christopher Smyth


Structured learning will take place in a workshop format including lectures, seminar discussion, case study analysis, collaborative thinking and reflective learning.

Intended learning outcomes

  • Recognise and explain the roles of primary and secondary sources of data and the value of quantitative and qualitative research methods.
  • Evaluate and design a basic marketing or consumer research study
  • Undertake data collection and analysis
  • Apply the concepts, principles and models of market research in specific situations to facilitate marketing decision-making
  • Understand current ethical responsibilities and conflicts of collecting and using market information