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Marketing Research - MAN00027C

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  • Department: The York Management School
  • Credit value: 20 credits
  • Credit level: C
  • Academic year of delivery: 2023-24
    • See module specification for other years: 2024-25

Module will run

Occurrence Teaching period
A Semester 2 2023-24

Module aims

This module aims to develop an understanding of marketing research to generate information that can be used by marketers to make effective decisions at a strategic and tactical level. The module explores the tools available to marketers to identify and collect relevant data and support students to learn how data can be successfully interpreted into marketing decisions.

Particularly the module focuses on: (a) The value of information and research in marketing decision-making. (b) The processes involved in and techniques which can facilitate the collection and interpretation of marketing data and information for effective marketing decision-making.

Module learning outcomes

Subject content

  • Awareness of the importance of information and research in marketing decisions

  • Understanding of marketing research approaches and techniques including both qualitative and quantitative

  • Appreciation of ethical issues in marketing research

Academic and graduate skills

  • Assess the quality and suitability of information sources, marketing research reports and surveys

  • Describe, summarise and present marketing research data

  • Convert marketing problems into research questions

  • Design effective data collection tools

Module content

Subject content

  • Awareness of the importance of information and research in marketing decisions

  • Understanding of marketing research approaches and techniques including both qualitative and quantitative

  • Appreciation of ethical issues in marketing research

Academic and graduate skills

  • Assess the quality and suitability of information sources, marketing research reports and surveys

  • Describe, summarise and present marketing research data

  • Convert marketing problems into research questions

  • Design effective data collection tools

Indicative assessment

Task % of module mark
Essay/coursework 100

Special assessment rules

None

Indicative reassessment

Task % of module mark
Essay/coursework 100

Module feedback

Feedback will be given in accordance with the University Policy on feedback in the Guide to Assessment as well as in line with the School policy.

Indicative reading

Nunan, Daniel, Naresh K. Malhotra, and David F. Birks. (2020) Marketing research: Applied insight. Pearson UK.

Ekinci, Y. (2015). Designing research questionnaires for business and management students. Sage, UK.


The information on this page is indicative of the module that is currently on offer. The University constantly explores ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary. In some instances it may be appropriate for the University to notify and consult with affected students about module changes in accordance with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.