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Module ASB-3108:
Customer Insight Project

Module Facts

Run by Bangor Business School

10 Credits or 5 ECTS Credits

Semester 2

Organiser: Prof Edward Shiu

Overall aims and purpose

NOTE : If you register for this module, you cannot also register for ASB-3214 Auditing.

To complete an extended marketing research activity focusing on key marketing outcomes, and to make relevant recommendations to relevant stakeholders. To build on marketing concepts studied in earlier modules in the degree programme. To acquire and develop quantitative (SPSS) data analysis skills applied to survey data.

Course content

Issues in undertaking market research activities; Development and administration of fieldwork for quantitative customer survey; Analysis of quantitative survey data; Reporting and presentation of strategic recommendations.

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. Analyse marketing environments.

  2. Assess customer perceptions and motivations.

  3. Conduct statistical analyses on quantitative survey data via SPSS.

  4. Formulate, deliver and present strategic responses for key stakeholders.

Assessment Methods

Type Name Description Weight
WRITTEN PLAN Individual Report Plan 20
REPORT Individual Final Report 80

Teaching and Learning Strategy

Private study

Work on group report and individual report


Two-hour lecture


SPSS lab


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.
  • Teamwork - Able to constructively cooperate with others on a common task, and/or be part of a day-to-day working team
  • 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
  • Leadership - Able to lead and manage, develop action plans and objectives, offer guidance and direction to others, and cope with the related pressures such authority can result in

Subject specific skills

  • People management: to include communications, team building, leadership and motivating others.
  • 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.
  • Ability to work with people from a range of cultures.
  • Articulating and effectively explaining information.
  • Building and maintaining relationships.
  • Communication and listening including the ability to produce clear, structured business communications in a variety of media.
  • 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.
  • Self reflection: self-analysis and an awareness/sensitivity to diversity in terms of people and cultures. This includes a continuing appetite for development.


Reading list

Field, A.P. (2013). Discovering statistics using IBM SPSS statistics: and sex and drugs and rock 'n' roll. Los Angeles: Sage 4th edition. Hair, J.F. Jr., Bush, R.P. and Ortinau, D.J. (2000). Marketing Research: A Practical Approach for the New Millennium. Irwin/McGraw-Hill. Janssens, W., Wijnen, K., De Pelsmacker, P. and Van Kenhove, P. (2008). Marketing Research with SPSS. Prentice Hall/Financial Times. Malhotra, N.K. (2014). Basic Marketing Research. Harlow: Pearson Education Limited 4th ed. (Pearson new international ed.) Malhotra, N. and Birks, D. (2000, 2007). Marketing Research: An Applied Approach. Financial Times/Prentice Hall. Malhotra, N.K., Birks, D.F. and Wills, P. (2012). Marketing Research: An Applied Approach. Harlow, England: Pearson Fourth edition.

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: