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Consumer and Market Analysis

Module description


This module seeks to develop an interdisciplinary, theoretically informed understanding of quantitative and qualitative research which recognises the importance of researching consumers and markets and their behaviour using appropriate methods. Marketing research is of primary importance for those wishing to pursue a career in marketing, advertising, or market research.


Case studies and examples from a range of markets will enhance students’ understanding of international issues affecting the design and implementation of quantitative and qualitative marketing research.


Students will learn how to conduct a consumer research study and how to analyse rich and in-depth consumer data using appropriate methods. This will develop their practical and problem-solving skills and enhance their own marketability for future employment.

Full module specification

Module title:Consumer and Market Analysis
Module code:BEM2044
Module level:2
Academic year:2023/4
Module lecturers:
  • Dr Steven Boyne - Lecturer
Module credit:30
ECTS value:



BEM1019 Fundamentals of Marketing




Duration of module: Duration (weeks) - term 1:


Duration (weeks) - term 2:


Module aims

  1. To expose students to the range of quantitative and qualitative research approaches appropriate for the study of consumers and markets.
  2. To develop skills in designing and implementing appropriate consumer and market research studies to successfully address practical management problems.
  3. To develop skills in analysing and interpreting consumer and market research data to support marketing decision-making.

ILO: Module-specific skills

  • 1. plan and implement quantitative and qualitative research for marketing;
  • 2. demonstrate knowledge and skills of analysing and interpreting consumer and market data.

ILO: Discipline-specific skills

  • 3. demonstrate knowledge of literature and concepts in consumer and market research and related fields;
  • 4. demonstrate an understanding of the interactions between consumer research and marketing decision making.

ILO: Personal and key skills

  • 5. develop communication skills, including negotiation, argumentation, and written presentation;
  • 6. develop key practical skills in research planning, implementation and analysis;
  • 7. apply technological tools to strategically source, process, and communicate consumer and market data.

Learning activities and teaching methods (given in hours of study time)

Scheduled Learning and Teaching ActivitiesGuided independent studyPlacement / study abroad

Details of learning activities and teaching methods

CategoryHours of study timeDescription
Scheduled Learning and Teaching Activity118Lectures/tutorials
Guided Independent Study112Reading and Research
Guided Independent Study70Essay Writing

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Discussion Q&ADuring tutorials1-7In class – oral feedback

Summative assessment (% of credit)

CourseworkWritten examsPractical exams

Details of summative assessment

Form of assessment% of creditSize of the assessment (eg length / duration)ILOs assessedFeedback method
Individual Report252,000 words1-7Written feedback
MCQ Exam2550 MCQs (1 hour)1-7Written feedback
Individual Assignment: A focused topic essay or individual case study.252,000 words1-7Written feedback
Mid-term Exam252 x 1000 words1-7Written feedback

Details of re-assessment (where required by referral or deferral)

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual report (25%)2,000 words (25%)1-7August/September Reassessment Period
MCQ Exam (25%)50 MCQs (25%) (1 hour)1-7August/September Reassessment Period
Individual Assignment: A focused topic essay or individual case study (25%)Individual assignment (25%) 2,000 words1-7August/September Reassessment Period
Mid-term Exam (25%)2 x 1000 words (25%)1-7August/September Reassessment Period

Syllabus plan

Term 1

  • Introduction to Quantitative Marketing Research
  • Project management and consultancy research
  • Theory and how to use it.  Data, sampling, specifying hypotheses and statistical analysis
  • Collecting data and managing data in SPSS
  • Parametric statistical tests 1: T-tests, ANOVA and Pearson’s Correlations
  • Nonparametric statistical tests: Mann-Whitney, Kruskal-Wallis,  Kendall’s Tau and chi-square
  • Parametric statistical tests 2: Simple and Multiple Regression Analysis
  • Introducing Exploratory factory analysis (EFA) and Structural equation modelling (SEM)
  • Experimental research in marketing
  • Reporting statistical analyses and marketing research findings

Term 2

  • Introduction to Qualitative Marketing Research and Research Philosophy
  • Qualitative Marketing Research: Process and Research Design
  • Sources, Methods and Challenges and Limitations of Qualitative Marketing Research
  • Qualitative Data Collection Techniques: Interviews
  • Qualitative Data Collection Techniques: Focus Groups
  • Qualitative Data Collection Techniques: Observations and Diary Research
  • Ethnography, Netnography, Grounded Theory and Phenomenology
  • Analysis and interpretation: Content Analysis, Thematic Analysis, Discourse Analysis and the 'General Analytical Procedure', Working with NVivo
  • Experiencing, writing, and presenting consumer data, working with market research agencies

Indicative learning resources - Basic reading


Marketing and marketing research

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2019). Marketing: an introduction (4th ed.). Harlow: Pearson Education.

Burns, A. C., Veeck, A., & Bush, R. F. (2017). Marketing research. Pearson Education.

Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer.

Survey design and statistics

Dillman, D. A., Smyth, J. D., & Christian, L. M. (2014). Internet, phone, mail, and mixed-mode surveys: the tailored design method: John Wiley & Sons.

Ho, R. (2017). Understanding statistics for the social sciences with IBM SPSS. CRC Press.

Kraska-Miller, M. (2014). Nonparametric statistics for social and behavioral sciences. CRC Press.

Sarstedt, M., & Mooi, E. (2019). A Concise Guide to Market Research: The Process, Data, and Methods Using IBM SPSS Statistics. Berlin: Springer.


Haslam, S. (2017). Consulting skills for social researchers (1 ed.). Bristol University Press.

Czerniawska, F. (2002). Value-based consulting. Palgrave.

Web-based and electronic resources:

  • ELE –


Collis, J., & Hussey, R. (2021). Business research: A practical guide for undergraduate and postgraduate students (5th Edition). Red Globe Press.

Malhotra, N. (2019). Marketing Research: An Applied Orientation (7th Edition). Pearson. 

McDaniel, C. & Gates, R.H. (2019). Marketing Research (11th Edition). Wiley.

 Wilson, A. (2018). Marketing Research Delivering Customer Insight (4th Edition). Bloomsbury.

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