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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


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
EXAM MCQ Test S2 1 hr

Multiple Choice test

REPORT Individual report

Individual data analysis report


Teaching and Learning Strategy


Laboratory based SPSS data analysis tutorials


Two 1-hour lectures per week.

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.
  • 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.
  • 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.

Pre- and Co-requisite Modules

Courses including this module

Compulsory in courses:

Optional in courses: