Module Search

BUSI2351: Marketing Research Methods

Please ensure you check the module availability box for each module outline, as not all modules will run in each academic year. Each module description relates to the year indicated in the module availability box, and this may change from year to year, due to, for example: changing staff expertise, disciplinary developments, the requirements of external bodies and partners, and student feedback.

Type	Tied
Level	2
Credits	20
Availability	Available in 2025/2026
Module Cap	None.
Location	Durham
Department	Management and Marketing

Prerequisites

None.

Corequisites

None

Excluded Combinations of Modules

None.

Aims

The module aims to:
Introduce students to the concepts and techniques used in marketing research.
To enable students to appreciate how marketing research contributes to business decision making.
To provide students with the knowledge and skills to conduct marketing research.
To address analytical and collaborative mindsets.

Content

Introduction to marketing research.
The marketing research process.
Secondary data in marketing research.
Qualitative marketing research methods.
Quantitative marketing research methods.
Marketing analytics.
Design of marketing research surveys.
Measurement and scaling.
Data collection.
Data analysis.
Report preparation and presentation.

Learning Outcomes

Subject-specific Knowledge:

Knowledge of how market research can be used to inform marketing management decision making.
Knowledge of key marketing research concepts, frameworks, methodologies, and tools.
Construct and outline marketing research projects, in order to meet specific managerial information needs.
Gather, validate, and analyse data, using marketing research concepts, frameworks, methodologies, and tools.
Recommend and justify managerial responses, activities, and actions to marketing research problems.

Subject-specific Skills:

Ability to construct marketing research projects to meet specific managerial needs.
Ability to apply appropriate marketing research techniques effectively in a marketing research project.

Key Skills:

Communication of research reports, both written and verbally.
Increased statistical competence through analysis of data.
Interpersonal and teamworking skills.
Computer literacy: increased competence with statistical packages such as SPSS.

Modes of Teaching, Learning and Assessment and how these contribute to the learning outcomes of the module

Teaching is via lectures and seminars. Learning takes place through attendance at lectures, preparation for and participation in seminars, and private study. Formative assessment is by means of one group presentation.
Summative assessment is by one individual marketing research report.
In readiness for this module, teaching and learning activities will be scheduled on Marketing Professionals for delivery in the Easter term in Year 1 of study.
The Computer classes will be scheduled in the Easter term of Year 2 of study in readiness for starting Business Analytics for Artificial Intelligence in Year 3.

Teaching Methods and Learning Hours

Activity	Number	Frequency	Duration	Total	Monitored
Lectures	10	Weekly in term 1	2 hours	20
Workshops	4	Fortnightly in term 1	2 hour	8	Yes
Computer Classes	4	Easter term	2 hours	8	Yes
Preparation and Reading	1			164
Total				200

Summative Assessment

Component: Written Assignment		Component Weighting: 100%
Element	Length / Duration	Element Weighting	Resit Opportunity
Report	4000	100

Formative Assessment

A group presentation: to present a market research proposal orally.

More information

If you have a question about Durham's modular degree programmes, please visit our FAQ webpages, Help page or our glossary of terms. If you have a question about modular programmes that is not covered by the FAQ, or a query about the on-line Undergraduate Module Handbook, please contact us.

Prospective Students: If you have a query about a specific module or degree programme, please Ask Us.

Current Students: Please contact your department.