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. Selecting and justifying relevant social science concepts and theories are essential aspects of this module, as well as developing appropriate research questions and data generation strategies with the view to develop knowledge and understanding about the consumption of products, services and experiences. The growing use of ‘big data’ in management practice is also 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 report on their findings. This 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
- 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 and provides background for the ‘Consumer Behaviour’ 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. Recognize the importance of consumer research for the implementation of the marketing concepts
- 2. Develop the ability to apply appropriate tools for original research
- 3. Be able to demonstrate knowledge and skills of planning, designing, implementing, analysing, and reporting consumer research
- 4. Be aware 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 knowledge of the literature and concepts in consumer research and related fields
- 7. Understand the interactions between consumer research 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 will require application of knowledge
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|
|Schedule Learning and Teaching||16||Lectures|
|Scheduled Learning and Teaching||84||Lab Sessions|
|Guided Independent Study||126||Reading, preparation, assignment work|
|Form of assessment||Size of the assessment (eg length / duration)||ILOs assessed||Feedback method|
|In groups, students will design (and present) both a Questionnaire and Interview Guide||15 minutes||1-12||Verbal feedback, in class|
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 Report||50||2,000 words||1-11||Individual feedback|
|In-class mid-term exam (Individual)||50||1 hour 30 minutes||1-8, 11||Verbal feedback, in class|
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 Report||individual Assignment - 2,000 word (50%)||1-11||August Examination Period|
|In class mid-term exam||In class mid-term exam||1-7||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
- Ethical considerations in market research
Indicative learning resources - Basic reading
Course pack (selected journal articles)
Hague, P. (2006). A practical guide to market research. Surrey: Grosvenor House.
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