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Parent Programme
Bachelor of Business
Level 7
Marketing Research
Reference Code: BB7 703
Year 3
Fall Semester 1
12 Weeks Full-Time X 2.40 Hours per week
12 Weeks Part-Time X 1.75 Hours per week

Marketing Research Module

Marketing Research

The indicative syllabus of this module is outlined in the units below:

Marketing Research Problem/Opportunity Identification

  • Scope the problem;
  • Clarify the problem;
  • Define the Problem.

Research Objective(s) formulation

  • Articulate the Research Objective;
  • Research Hypothesis;
  • Research Question. 

Secondary Data

  • Sources of Secondary Data;
  • Appraising Secondary Sources;
  • Application of Secondary Data;
  • Reviewing Secondary Sources with a purpose. 

Research Design

  • Descriptive Research;
  • Exploratory Research; Causal Research. 

Research Design

  • Descriptive Research;
  • Exploratory Research;
  • Causal Research.

Research methods

Qualitative vs. Quantitative Research

  • Distinguish between Qualitative and Quantitative Research;
  • The value of Qualitative Research;
  • The value of Quantitative Research. 

Data Collection Approaches

  • Interviews; Focus Groups;
  • Questionnaires; Observation;
  • Document Analysis; Experimentation;
  • Netnography.

 Emerging Methods of Data Collection

  • Mixed methods,
  • The Internet as a Source of Data;
  • eResearch.

Sampling & Data Analysis


  • Defining the Target Population;
  • Sampling Frame;
  • Probability Sampling;
  • Non-Probability Sampling;
  • Sampling Types;
  • Sample Size. 

Data Analysis

  • Coding Data; Quantitative Data Analysis - using analytical tools;
  • Qualitative Data Analysis - Analytical techniques:
    • Thematic Analysis;
    • Narrative Analysis;
    • Discourse Analysis

Research Ethics

  • Ethical stances; role of ethics in research;
  • how ethics can influence the research process.

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
LO 1
Apply the Marketing Research Process to an identified marketing problem or opportunity.
LO 2
Evaluate the research design, sampling, and data collection techniques suitable to a research scenario.
LO 3
Examine data collected from a questionnaire using descriptive and inferential data analysis methods.
LO 4
Evaluate qualitative data using an appropriate qualitative data analysis technique.


1, 2, 3, 4
Project – Market Research Report supported by primary data collection

Reassessment Opportunity

Where the combined marks of the assessment and examination do not reach the pass mark the learner will be required to repeat the element of assessment that they failed. Reassessment materials will be published on Moodle after the Examination Board and will be aligned to the MIMLOs and learners will be capped at 40% unless there are personal mitigating circumstances.

Aims & Objectives

The aims of this module are to:

  • Equip the learner with a structured framework to carry out marketing research. This framework, referred to as The Marketing Research Process, is a start to finish process for carrying out research, and should allow for a comprehensive marketing research report to be completed as an output.
  • Allow the learner to gain experience and develop skills in providing intelligible insights to applied marketing decisions, through research informed solutions.