Module ASB-2109:
Marketing Research

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 2

Organiser: Mr David James

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.

Course content

The role of marketing research; Defining a research problem, research question and objectives; Questionnaire design, measurement and scaling; Sampling; Quantitative analysis; Collecting 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.

Assessment Criteria


No major omissions or inaccuracies in the development of information/skills. Some grasp of theoretical/conceptual/practical elements. Integration of theory/practice/information present intermittently in pursuit of the assessed work's objectives.


Much of the relevant information and skills mostly accurately deployed. Adequate grasp of theoretical/conceptual/practical elements. Fair integration of theory/practice/information in the pursuit of the assessed work's objectives. Some evidence of the use of creative and reflective skills.


An outstanding performance, exceptionally able. The relevant information accurately deployed. Excellent grasp of theoretical/conceptual/practice elements. Good integration of theory/practice/information in pursuit of the assessed work's objectives. Strong evidence of the use of creative and reflective skills.

Learning outcomes

  1. Handle quantitative and qualitative data using a range of data collection methods.
  2. Understand the research procedures involved in sampling, scale development and questionnaire design.
  3. Differentiate between the nature and uses of exploratory, descriptive and causal research methods.
  4. Undertake basic market research.
  5. Be familiar with analytical techniques commonly used in marketing research.

Assessment Methods

Type Name Description Weight
Assignment 40
Exam S2 2hrs 60

Teaching and Learning Strategy

  Two 1-hour lectures per week.  

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: