Module Overview

Market Research in Practice

The aim of this module is to give students an understanding of the nature of Market Research and its value in analysing consumers, markets and the environment. Topics include an overview of market research and research design, exploratory research; descriptive research; scaling; sampling; data analysis and reporting.

Module Code

MRMS H3004

ECTS Credits


*Curricular information is subject to change

Introduction to Market Research

Defining market research, the market research process, the role of market research in Marketing Decision Making,

Defining the Market Research Problem

The importance of defining the problem, The process of problem definition, environmental context of the problem, hypothesis testing

Research Design

What is research design, basic research design, exploratory research, descriptive research, causal research, tasks involved in formulating a research design. Market research proposal. Primary versus secondary research, criteria for evaluating secondary research. Qualitative Research, focus group interviews, depth interviews, projective techniques. Descriptive research, survey methods, observation methods, causal research, experimentation

Measurement and scaling techniques

Types of measurement scales: comparative and non-comparative, the use of attitude scales. Approaches to questioning, rules for questionnaire design, question types and data analysis

The Sampling Process

The importance of sampling to the market research process. Probability and non-probability based approaches, sampling decisions and methodologies, fieldwork and sample size determination

Data Management and Analysis

The preparation of data for analysis (data coding, validation and analysis). The use for statistical analysis (in particular, SPSS). Setting up and inputting data. Fundamental data analysis: frequency tables, cross-tabulation, graphs. Analysis, reporting and communication of results, Ethics in Research.

Module Content & Assessment
Assessment Breakdown %
Formal Examination60
Other Assessment(s)40