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:2021/2
Module lecturers:
  • Dr Mihaela Bishop - Convenor
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 Activity64Lectures/tutorials
Guided Independent Study172Reading and Research
Guided Independent Study64Essay 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 Assignment: Data-based project.252,000 words1-7Written feedback
MCQ Exam2550 MCQs (1 ½ hours)1-7Written feedback
Individual Assignment: A focused topic essay or individual case study.252,000 words1-7Written feedback
Exam252 questions out of 61-7Written feedback

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

Original form of assessmentForm of re-assessmentILOs re-assessedTimescale for re-assessment
Individual Assignment: Data-based project. (25%)2,000 words (25%)1-7August/September Reassessment Period
MCQ Exam (25%)50 MCQs (25%) (1 ½ hours)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
Exam (25%)Exam (25%) 2,000 words1-7August/September Reassessment Period

Syllabus plan

Term 1


  • Introduction to Quantitative Marketing Research.
  • Quantitative Marketing Research: Process and Research Design.
  • Sources, methods and challenges and limitations of Quantitative Marketing Research.
  • Quantitative Data Collection Techniques: Survey and Experimental Design.
  • Quantitative Data Collection Techniques: Sampling.
  • Quantitative Data Analysis: SPSS: Data Exploration: Graphical profiling, missing values, and outliers.
  • Quantitative Data Analysis: SPSS Testing assumptions.
  • Quantitative Data Analysis: SPSS Correlation and Covariance.
  • Quantitative Data Analysis: SPSS ANOVA.
  • Quantitative Data Analysis: SPSS Simple and Multiple Regression Analysis.
  • Experiencing, writing, and presenting quantitative data.


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, Ethnography, and Netnography.
  • Qualitative Data Analysis: Thematic Analysis and Interpretation.
  • Experiencing, writing, and presenting consumer data.

Indicative learning resources - Basic reading

Course pack (selected journal articles)

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Origin date


Last revision date