Information in the Degree Programme Tables may still be subject to change in response to Covid-19

University Homepage
DRPS Homepage
DRPS Search
DRPS Contact
DRPS : Course Catalogue : Business School : Common Courses (Management School)

Postgraduate Course: Marketing Research (CMSE11119)

Course Outline
SchoolBusiness School CollegeCollege of Arts, Humanities and Social Sciences
Credit level (Normal year taken)SCQF Level 11 (Postgraduate) AvailabilityAvailable to all students
SCQF Credits15 ECTS Credits7.5
SummaryThe course considers both academic and applied research in marketing. The course aims to provide students with the necessary knowledge and skills involved in undertaking a dissertation and wider marketing research.
Course description Students will learn about the methods and philosophical debates surrounding empirical research in academia. The course will engage students in the (marketing) research process which involves the systematic gathering, recording and analysing of data about problems relating to the marketing of goods and services. Students will be provided with an appreciation of the information requirements in various marketing situations, the research process and the systematic methodology in achieving marketing information objectives. Students will also learn how marketing research can be utilised by management in order to improve the effectiveness of the marketing decision-making process and secondly how research can aid development of marketing as an academic discipline.

The course objectives are to introduce the student to the theory and practice of marketing research, to develop the student's skills in qualitative and quantitative research methods in marketing, to develop the student's critical appreciation of the marketing research literature and to develop the student's ability to collect and analyse primary and secondary data.


Overview of Market Research, both academic and industry

Insight into the Market Research Process

Quantitative data collection -- survey, sampling, statistics

Introduction to statistical analysis using software

Qualitative data collection methods -- focus group, interview, ethnography, digital

Qualitative data analysis -- interpretation and presentation of findings

Qualitative data analysis workshop

Digital Marketing Research/Analytics session


Student Learning Experience

The lectures and workshops will explore the marketing research process and both qualitative and quantitative research methods. In the workshops these will be interactive with students having opportunity to pose questions. You will be expected to work on topics raised within the lectures during the period of the course. You will develop skills in literature searching and using e-journals for wider reading. You will have the opportunity to interact with other students on the Learn blog. You will gain insight into your own working practice as you undertake coursework.
Entry Requirements (not applicable to Visiting Students)
Pre-requisites Co-requisites
Prohibited Combinations Other requirements None
Information for Visiting Students
High Demand Course? Yes
Course Delivery Information
Academic year 2020/21, Available to all students (SV1) Quota:  None
Course Start Semester 1
Timetable Timetable
Learning and Teaching activities (Further Info) Total Hours: 150 ( Lecture Hours 17, Seminar/Tutorial Hours 1, Supervised Practical/Workshop/Studio Hours 5, Summative Assessment Hours 2, Revision Session Hours 2, Programme Level Learning and Teaching Hours 3, Directed Learning and Independent Learning Hours 120 )
Additional Information (Learning and Teaching) Reading in advance of lectures and lab sessions 45; Preparation for summative assessment 78.
Assessment (Further Info) Written Exam 0 %, Coursework 100 %, Practical Exam 0 %
Additional Information (Assessment) 100% Individual Course work

Individual Course work assesses LO1, LO2, LO3, LO4

Feedback All students will be given formative feedback or feedforward will be given during the Workshops and Learn Log. Such feedback may be at course or programme level, but must include input of relevance to each course in the latter case.

Feedback on formative assessed coursework will be provided within 15 working days of submission. Summative marks will be returned on a published timetable, which has been made clear to students at the start of the academic year
No Exam Information
Learning Outcomes
On completion of this course, the student will be able to:
  1. Understand and critically discuss the marketing research process.
  2. Know and critically discuss the various philosophical debates surrounding research in marketing/business studies. Understand and apply the various methodologies and methods of marketing research.
  3. Understand the various methodologies and methods of marketing research.
  4. Critically assess the relative benefits and costs of specific methods of data collection, data analysis and presentation of data.
Reading List
Bryman, A. and Bell, E. (2015) Business Research Methods, 4th ed, Oxford University Press, Oxford. (earlier editions of this text are also suitable)

Other sources:
Bradley, R. (2010), Marketing Research: Tools and Techniques, 2nd Ed., Oxford, Oxford University Press.
Additional Information
Graduate Attributes and Skills Cognitive Skills:

After completing this course, students should be able to:

- evaluate competing methodological research designs used within marketing;

- collect, analyse, interpret and present data according to the conventions within academic and commercial contexts;

- select appropriate data collection methods and instruments for certain marketing problems;

- evaluate marketing research proposals and the credibility of data;

Subject Specific Skills:

After completing this course, students should be able to:

- design and present appropriate research proposals to address a marketing problem;

- undertake research using a range of data collection methods;

- undertake field/desk marketing research;

- conduct literature searches, using e-journals for wider reading;

- communicate research findings clearly.
KeywordsMark-MRes,Qualitative Research Methods; Quantitative Research Methods
Course organiserProf Jake Ansell
Tel: (0131 6)50 3806
Course secretaryMs Emily Davis
Tel: (0131 6)51 7112
Help & Information
Search DPTs and Courses
Degree Programmes
Browse DPTs
Humanities and Social Science
Science and Engineering
Medicine and Veterinary Medicine
Other Information
Combined Course Timetable
Important Information