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University of Exeter Business School

Marketing Analysis and Research

Module titleMarketing Analysis and Research
Module codeBEMM115
Academic year2023/4
Module staff

Dr Ashley Luckman (Convenor)

Duration: Term123
Duration: Weeks


Module description


This module aims 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 skills 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.

Module aims - intentions of the module

The aim of this module is to provide knowledge of research methodologies use in market research, which provides a foundation for 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), as well as the ethical aspects of market research.

Intended Learning Outcomes (ILOs)

ILO: Module-specific skills

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

  • 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

On successfully completing the module you will be able to...

  • 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

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

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
Schedule Learning and Teaching24Lectures
Schedule Learning and Teaching3Seminars
Schedule Learning and Teaching6Lab sessions

Formative assessment

Form of assessmentSize of the assessment (eg length / duration)ILOs assessedFeedback method
Group Assignment: In-Class Groups of 3-5A ten-minute topic introduction followed by in class discussion1-11In-class Verbal Group 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 assignment803000 words1-10Individual feedback
Individual Essay/Reflection20800 words1-10Individual feedback

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual assignmentIndividual assignment (80%) - 3000 words1-10August
Individual essay/reflection Individual essay/reflection (20%) - 800 words1-10August

Indicative learning resources - Basic reading

  • • Hague, P. (2006). A practical guide to market research. Surrey: Grosvenor House.
Credit value15
Module ECTS


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NQF level (module)


Available as distance learning?


Origin date


Last revision date