Module Identifier MM34710  
Academic Year 2007/2008  
Co-ordinator Mr Tony McGuinness  
Semester Intended for use in future years  
Next year offered N/A  
Next semester offered N/A  
Co-Requisite MM30710 (or equivalent)  
Course delivery Lecture   20 Hours.  
Assessment TypeAssessment Length/DetailsProportion
Semester Exam1.5 Hours  75%
Semester Assessment 1 piece  25%
Supplementary Exam1.5 Hours  75%
Supplementary Assessment one piece of previous or supplementary assessed coursework  25%

Learning outcomes

On successful completion of this module students will:


The aim is for students to learn a project-based approach to designing marketing research, and about various methods of collecting primary data.

Brief description

This module introduces students to the design of marketing research projects, to various methods of collecting primary marketing data, and to the uses of secondary data collected by the British Market Research Bureau in the National Buying Survey.


Secondary data: the BMRBs National Buying Survey Stages in design and marketing research project
How to design and carry out individual interviews (unstructured and semi-structured)
How to run focus groups
How to design and administer structured questionnaires
How to design a sample and get people to respond honestly and accurately
How to build an accurate scale to measure a 'hidden' construct
Ethnographic/observation methods
Postmodern critique of 'conventional' marketing research

Reading Lists

** Recommended Text
Bryman, A and Bell, E (2003) Business Research Methods Oxford University Press
Churchill, G A and Iacobucci, D (2002) Marketing Research: Methodological Foundations 8th edition. Harcourt


This module is at CQFW Level 6