Module

Quantitative Marketing Research

Module description

This module seeks to develop an interdisciplinary, theoretically informed understanding of quantitative marketing research which recognizes the importance of researching consumers and market using quantitative methods. Quantitative marketing research is of primary importance for those wishing to pursue a career in marketing, advertising, or market research. The growing use of ‘big data’ in management practice is directly addressed in this module. Case studies and examples from a range of markets will enhance students’ understanding of international issues affecting the design and implementation of quantitative marketing research. Students will learn how to conduct a quantitative marketing research study and how to analyse statistical data. This will develop their practical and problem-solving skills and enhance their own marketability for future employment.

Full module specification

Module title:Quantitative Marketing Research
Module code:BEM2042
Module level:2
Academic year:2020/1
Module lecturers:
Module credit:15
ECTS value:
Pre-requisites:
Co-requisites:
Duration of module: