Module Overview

Research Methods

This Module Aims to introduce the student to the nature and process of marketing research methods and it's implementation in marketing related activities.

Module Code

REMT H2000

ECTS Credits


*Curricular information is subject to change

Marketing Research and The Marketing Information System

Components of marketing research, The role of marketing research within the MIS, Access to Data, Marketing research and decision making - Product Development, Consumer Behaviour, Advertising, Brand Creation. Marketing research services, Limitations of research

The MR Process and Problem Definition

Stages of the research process. Definition of research problem, identification of information needs, Setting research objectives, Resources and Timing, The Marketing research Proposal.

Research Design & Methodology decisions

Research Design: Creating a blueprint for the research study. The importance of secondary research, Research methodologies: Qualitative research (Focus groups, Depth Interviews and Projective Techniques) and Quantitative Research (Survey, Observation and Experimentation).Triangulation of data and the "Big Data" approach.

Measurement and Scaling:

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 MRP, The sampling process, Probability and Non Probability based approaches, Sampling decisions and methodology,Fieldwork, Sample Size Determination.

Data Management & Analysis

The preparation of data for analysis (Data coding, validation, and editing). The use of statistical analysis (in particular SPSS). Setting Up and Inputting data, Fundamental data analysis: Frequency tables, Cross-tabulations, graphs etc. Analysis, Reporting and Communication of results. Ethics in Research.

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