Marketing Analysis & Research

Module description


The aim of this module is to provide knowledge on the qualitative and quantitative methodologies used in market research, which provides a foundation to understand markets and consumers. A variety of qualitative and quantitative data collection and data analysis methods for descriptive, causal, and exploratory research designs will be discussed and compared, alongside the utilisation of these techniques in market research. The research design process (problem identification, proposal writing) will also be taught.

Additional Information:

This is a research methodology course which covers quantitative and qualitative research which is relevant across countries. Students are taught methodologies like interviews, ethnographic research, experiments, and quantitative research and how these methods are used in countries with different cultures.

The module takes an ethical perspective, in which sustainability is the core issue, by examining not just how organisations practice sustainability, but whether it is ethical for them to have inaccurate visual representations.
All of the resources for this module are available on the ELE (Exeter Learning Environment).

Students develop skill that will help them perform data collection for organisations, and equips them to work for market research organisations using the methodologies taught in this module.

Full module specification

Module title:Marketing Analysis & Research
Module code:BEMM115
Module level:M
Academic year:2016/7
Module lecturers:
  • Professor Edward Kasabov - Lecturer
Module credit:15
ECTS value:






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


Module aims

The aim of this module is to provide knowledge of research methodologies use in market research, which provides a foundation to understanding consumers and marketplace behaviours.  In addition to methodological approaches; an emphasis will be placed upon the research design process (problem identification, research question development, proposal writing).  

ILO: Module-specific skills

  • 1. critically evaluate academic and commercial research findings
  • 2. understand the principle psychological, sociological and anthropological influences on market
  • 3. evaluate and design a basic marketing or consumer research study
  • 4. be aware of current ethical responsibilities and conflicts of collecting and using market information

ILO: Discipline-specific skills

  • 5. understand and apply competing ontological, epistemological and methodological positions to the
  • 6. select and synthesise relevant material from a wide and deep body of empirical research
  • 7. critically appreciate the use and constraints of ethical codes of conduct

ILO: Personal and key skills

  • 8. critically assess competing theories and research paradigms
  • 9. develop written and oral communication skills
  • 10. develop methodological skill sets that will enable them to undertake independent research
  • 11. an ability to work within diverse groups

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
Contact hours33

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group Assignment: In-Class Chapter Review Groups of 4 people will be responsible for leading in-class discussion on the days topic for discussionA ten minute topic introduction followed by in class discussion1-11In-class Verbal 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
Assignment/Essay Individual assignment. Analysis, comparison and critique of marketing research1004000 words1-10Written feedback

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Assignment/Essay Individual assignment. Analysis, comparison and critique of marketing researchAssignment/Essay Individual assignment. Analysis, comparison and critique of marketing research (100%) 4000 words1-10July

Syllabus plan

The following subjects will be taught throughout the course of the term:
• Introduction to research methods in marketing
• Identification of research problems and defining research questions
• The writing process
• Quantitative and Qualitative Approaches
• Sample Selection
• Observational research methods
• Ethnography and Netnography
• Interviewing
• Survey Data Collection Methods
• Measurement and Questionaire Design
• Field Data Collection
• Analysis
• Reflexivity
• Interpretation, validity, reliability, and generalisability
• Ethics in research design and procedure

Indicative learning resources - Basic reading

Basic reading:
• Burns, A. and Bush, R. (2010) Marketing Research, Global 6th  edition, London: Prentice Hall. ISBN:
• A reading pack will be available through ELE

Module has an active ELE page?


Origin date


Last revision date