This module seeks to develop an interdisciplinary, theoretically informed understanding of consumer research which recognizes the importance of both quantitative and qualitative methods of researching consumer demand. The growing use of ‘big data’ in management practice is directly addressed in this module.
Case studies from a range of markets will enhance students’ understanding of international issues affecting the design and implementation of consumer research.
Students will analyse real consumer research data and make recommendations to improve brand performance that will develop their practical and problem-solving skills and enhance their own marketability for future employment.
Full module specification
|Module title:||Consumer Research|
BEM1019 Fundamentals of Marketing
|Duration of module:||
Duration (weeks) - term 1: |
The main aims of this module are:
- To expose students to the range of research approaches available to study consumers
- To develop skills in analyzing market research data and recommending actions as a result
- To develop skills in designing appropriate consumer research to successfully address practical management problems.
This module uses theory, tools and techniques covering qualitative and quantitative methods for understanding consumers and so it builds upon the ‘Fundamentals of Marketing’ module.
Consumer research is therefore of primary importance for those students who may wish to pursue careers in marketing, advertising, or market research.
ILO: Module-specific skills
- 1. recognise the importance of consumer research for the implementation of the marketing concept
- 2. have the ability to apply tools for original research and problem solving in a critical manner
- 3. be able to demonstrate knowledge and skills of planning, designing, implementing, analysing, and reporting consumer research
- 4. be able to demonstrate an understanding of the interdisciplinary foundations (psychology, sociology, and anthropology) that underpin consumer research
ILO: Discipline-specific skills
- 5. be able to differentiate, apply, and analyse theories, concepts, and interpretive research methods commonly used in exploring and understanding consumers
- 6. demonstrate broad knowledge of literature and concepts in consumer research and related fields
- 7. understand interactions of consumer behaviour and marketing
ILO: Personal and key skills
- 8. develop communication skills, including negotiation, argumentation, and written presentation
- 9. experience motivation and support for undertaking original research that can be directly related to one's ability to provide novel insights and problem solving in interviews, at work and in the community
- 10. develop key practical skills in data analysis
- 11. use technological tools to strategically source, process, and communicate information and share the content with others
- 12. engage as team members in group work that delivers the requirements of the module
Learning activities and teaching methods (given in hours of study time)
|Scheduled Learning and Teaching Activities||Guided independent study||Placement / study abroad|
Details of learning activities and teaching methods
|Category||Hours of study time||Description|
|Scheduled Learning and Teaching||16||Lectures|
|Scheduled Learning and Teaching||4||Tutorials|
|Scheduled learning and Teaching||6||Lab Sessions|
|Guided Independent Study||124||Reading, preparation, assingment work|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|In groups of 3, students will design (and present) a questionnaire,||30 mins||1-12||In-class, oral feedback|
Summative assessment (% of credit)
|Coursework||Written exams||Practical exams|
Details of summative assessment
|Form of assessment||% of credit||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|Individual Assignment: A focused topic essay or individual case study||50||2000 words||1-9, 11||Written feedback|
|Group Assignment (4-6 people/group): Data-based projec||50||2500 words||1-8, 10-12||Written feedback|
Details of re-assessment (where required by referral or deferral)
|Original form of assessment||Form of re-assessment||ILOs re-assessed||Timescale for re-assessment|
|Individual Assignment||Individual Assignment 2000 words (50%)||1-9, 11||August Examination Period|
|Group Assignment||Individual Assignment (50%)||1-8, 11||August Examination Period|
• Introduction to Consumer Research
• The research process and research Design; types of research design. Research question and objectives.
• Sources, methods and challenges of quantitative research
• Surveys and questionnaire design for quantitative research
• Analysing real consumer data
• Qualitative research uses and limitations
• Ethnography, Netnography, Observation
• Interview techniques
• Experiencing, writing, and presenting consumer events
Indicative learning resources - Basic reading
Course pack (selected journal articles)
Module has an active ELE page?
Last revision date