Undergraduate Programme and Module Handbook 2025-2026
Module BUSI2351: Marketing Research Methods
Department: Management and Marketing
BUSI2351: Marketing Research Methods
| Type | Tied | Level | 2 | Credits | 20 | Availability | Available in 2025/2026 | Module Cap | None. | Location | Durham |
|---|
| Tied to | N509 |
|---|---|
| Tied to | N510 |
| Tied to | N511 |
Prerequisites
- None.
Corequisites
- None
Excluded Combination of Modules
- None.
Aims
- The module aims to:
- Introduce students to the concepts and techniques used in marketing research.
- To enable students to appreciate how marketing research contributes to business decision making.
- To provide students with the knowledge and skills to conduct marketing research.
- To address analytical and collaborative mindsets.
Content
- Introduction to marketing research.
- The marketing research process.
- Secondary data in marketing research.
- Qualitative marketing research methods.
- Quantitative marketing research methods.
- Marketing analytics.
- Design of marketing research surveys.
- Measurement and scaling.
- Data collection.
- Data analysis.
- Report preparation and presentation.
Learning Outcomes
Subject-specific Knowledge:
- Knowledge of how market research can be used to inform marketing management decision making.
- Knowledge of key marketing research concepts, frameworks, methodologies, and tools.
- Construct and outline marketing research projects, in order to meet specific managerial information needs.
- Gather, validate, and analyse data, using marketing research concepts, frameworks, methodologies, and tools.
- Recommend and justify managerial responses, activities, and actions to marketing research problems.
Subject-specific Skills:
- Ability to construct marketing research projects to meet specific managerial needs.
- Ability to apply appropriate marketing research techniques effectively in a marketing research project.
Key Skills:
- Communication of research reports, both written and verbally.
- Increased statistical competence through analysis of data.
- Interpersonal and teamworking skills.
- Computer literacy: increased competence with statistical packages such as SPSS.
Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module
- Teaching is via lectures and seminars. Learning takes place through attendance at lectures, preparation for and participation in seminars, and private study. Formative assessment is by means of one group presentation.
- Summative assessment is by one individual marketing research report.
- In readiness for this module, teaching and learning activities will be scheduled on Marketing Professionals for delivery in the Easter term in Year 1 of study.
- The Computer classes will be scheduled in the Easter term of Year 2 of study in readiness for starting Business Analytics for Artificial Intelligence in Year 3.
Teaching Methods and Learning Hours
| Activity | Number | Frequency | Duration | Total/Hours | |
|---|---|---|---|---|---|
| Lectures | 10 | Weekly in term 1 | 2 hours | 20 | |
| Workshops | 4 | Fortnightly in term 1 | 2 hour | 8 | ■ |
| Computer Classes | 4 | Easter term | 2 hours | 8 | ■ |
| Preparation and Reading | 1 | 164 | |||
| Total | 200 |
Summative Assessment
| Component: Written Assignment | Component Weighting: 100% | ||
|---|---|---|---|
| Element | Length / duration | Element Weighting | Resit Opportunity |
| Report | 4000 | 100% | |
Formative Assessment:
A group presentation: to present a market research proposal orally.
■ Attendance at all activities marked with this symbol will be monitored. Students who fail to attend these activities, or to complete the summative or formative assessment specified above, will be subject to the procedures defined in the University's General Regulation V, and may be required to leave the University