Module ASB-2109:
Marketing Research

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 2

Organiser: Prof Edward Shiu

Overall aims and purpose

To provide an introduction to marketing research and the techniques involved, as a means of enhancing marketing decisions by providing relevant, timely and accurate information. The focus is on approaches to gathering data for qualitative and quantitative analyses. Specific quantitative data analysis skills based on SPSS will be developed.

Course content

The role of marketing research; Defining a research problem, research question and objectives; Questionnaire design, measurement and scaling; Sampling; Quantitative analysis and the use of SPSS; Secondary data and use of databases; Qualitative methods including interviews, focus groups and observation; Qualitative analysis; Writing a research report; Causal research and an introduction to experiments. Big data.

Assessment Criteria


(D- to D+) No major omissions or inaccuracies in the development of information/skills. Demonstrate a basic understanding of the theoretical/conceptual/practical elements. Some weakness in the ability to illustrate an integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.


(B- to B+) Much of the relevant information and skills mostly accurately deployed. Demonstrate an ability to examine, illustrate and interpret theoretical/conceptual/practical elements. Demonstrate an ability to choose and integrate appropriate theory/practice/information in the pursuit of the assessed work's objectives. Demonstrate competence in the use of creative and reflective skills.


(A- to A*) An outstanding performance, exceptionally able. The relevant information accurately deployed. Demonstrate an ability to appraise, compare, contrast and critique theoretical/conceptual/practice elements. Demonstrate an ability to evaluate, justify, select and integrate appropriate theory/practice/information in pursuit of the assessed work's objectives. Demonstrate substantial evidence of the competence in the use of creative and reflective skills.

C- to C+

(C- to C+) Many of the relevant information and skills mainly accurately deployed. Demonstrate an adequate grasp of theoretical/conceptual/practical elements. Some minor weakness in the ability to integrate theory/practice/information in the pursuit of the assessed work's objectives. Ability to demonstrate some evidence of the use of creative and reflective skills.

Learning outcomes

  1. Recognise and demonstrate the importance of information and research in marketing decisions, and the stages involved in the marketing research process.

  2. Recognise and demonstrate the usefulness of different marketing research concepts and techniques, as well as the distinctions between exploratory, descriptive and causal research.

  3. Recognise and demonstrate an understanding of sampling theory and concepts, as well as the merits of alternative techniques of sampling.

  4. Recognise and demonstrate an understanding of the use of SPSS and associated statistical techniques in tackling basic marketing research problems.

  5. Recognise and demonstrate an understanding of the role of primary and secondary data, and the different types of qualitative and quantitative data collection methods for the marketing research purpose.

Assessment Methods

Type Name Description Weight

A one-hour MCQ test with 40 questions each containing 4 options of which one is correct.

REPORT Individual report

A marketing research project intended to extract customer insights on a specified consumer (product or service) market. Students are to develop a survey instrument, administer it, collect the data and analyse the data using SPSS. They are to extract marketing insight from the data and write up a report on the whole process as well as the findings, conclusions and recommendations.


Teaching and Learning Strategy


2-hour lab session per week over 3 weeks: laboratory based SPSS data analysis tutorials


2-hour lecture per week over 7 weeks.

Private study

Reading core texts and highlighted lecture-based reading materials. Preparations, development and writing report. Preparation for final exam.


Transferable skills

  • Literacy - Proficiency in reading and writing through a variety of media
  • Numeracy - Proficiency in using numbers at appropriate levels of accuracy
  • Computer Literacy - Proficiency in using a varied range of computer software
  • Self-Management - Able to work unsupervised in an efficient, punctual and structured manner. To examine the outcomes of tasks and events, and judge levels of quality and importance
  • Exploring - Able to investigate, research and consider alternatives
  • Information retrieval - Able to access different and multiple sources of information
  • Inter-personal - Able to question, actively listen, examine given answers and interact sensitevely with others
  • Critical analysis & Problem Solving - Able to deconstruct and analyse problems or complex situations. To find solutions to problems through analyses and exploration of all possibilities using appropriate methods, rescources and creativity.
  • Presentation - Able to clearly present information and explanations to an audience. Through the written or oral mode of communication accurately and concisely.
  • Management - Able to utilise, coordinate and control resources (human, physical and/or financial)
  • Argument - Able to put forward, debate and justify an opinion or a course of action, with an individual or in a wider group setting
  • Self-awareness & Reflectivity - Having an awareness of your own strengths, weaknesses, aims and objectives. Able to regularly review, evaluate and reflect upon the performance of yourself and others

Subject specific skills

  • Problem solving and critical analysis: analysing facts and circumstances to determine the cause of a problem and identifying and selecting appropriate solutions.
  • Research: the ability to analyse and evaluate a range of business data, sources of information and appropriate methodologies, which includes the need for strong digital literacy, and to use that research for evidence-based decision-making.
  • Commercial acumen: based on an awareness of the key drivers for business success, causes of failure and the importance of providing customer satisfaction and building customer loyalty.
  • Numeracy: the use of quantitative skills to manipulate data, evaluate, estimate and model business problems, functions and phenomena.
  • Articulating and effectively explaining information.
  • Conceptual and critical thinking, analysis, synthesis and evaluation.
  • Self-management: a readiness to accept responsibility and flexibility, to be resilient, self-starting and appropriately assertive, to plan, organise and manage time.


Talis Reading list

Reading list

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: