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MAN-20185 - Module Specification
Keele Business School
Faculty of Business, Law, Humanities & Social Sciences

For academic year: 2026/27 Last Updated: 17 March 2026

MAN-20185 - Marketing Research: Principles, Process and Practice
Coordinator: Rachel Lee Tel: +44 1782 7 33112
Lecture Time: See Timetable...
Level: Level 5
Credits: 30
Study Hours: 300
School Office: 01782 733094

Programme/Approved Electives for 2026/27

None

Available as a Free Standing Elective

No

Co-requisites

None

Prerequisites

None

Barred Combinations

None

Description for 2026/27

The ‘Marketing Research: Principles, Process and Practice’ module equips you with the core processes and practices to collect, interpret and present different forms of data to help inform organisational change and prepare you to face emerging challenges and opportunities within the marketplace. Over the course of the module, you will explore different digital and traditional marketing research tools and techniques to discover the role of marketing research within both day to day and strategic activities within different organisational contexts.

Aims
This module aims to introduce students to the important role of marketing research to explore new challenges and opportunities in the marketplace. Students will engage with the theoretical and applied nature of marketing research through exploring, evaluating and using the tools and processes necessary to collect and transform different forms of data available to marketers into information for decision-making. This engagement with the marketing research process will be underpinned throughout with ethical considerations for conducting market research. Through active employment of the different stages of the marketing research process, students will develop critical, responsible and ethical marketing research skills to enable them to assess the quality and contribution of marketing research processes for organisational decision making and the market research industry.

Intended Learning Outcomes

critique the use of different marketing research tools and processes to help identify challenges and opportunities in the marketplace: 1
apply marketing research tools and processes in accordance with ethical processes to gather qualitative and quantitative data for further analysis: 2
analyse market research data to preparation for further evaluation.: 2
evaluate market research data to inform organisational decision-making: 2

Study hours

Interactive lectures - 24 hours
Tutorials - 24 hours
60 hours lecture/tutorial prep
96 hours assignment prep
96 hours private study which includes additional reading, online activities, working of feedback, thinking time, discussing ideas with other students, etc.

School Rules

None

Description of Module Assessment

1: Portfolio weighted 50%
1500-word individual critique portfolio
Students will produce a 1500-word individual portfolio that critiques different examples of existing marketing research tools and processes to identify challenges and opportunities in the marketplace.

2: Group Assessment weighted 50%
Group assignment (report)
Students, in groups of approximately 3-5, will produce a 2500-word market research report outlining application of marketing research tools and processes, including ethical processes followed, to gather, analyse and evaluate qualitative and quantitative to inform organisational decision-making. Marking will be at group level, but peer review forms will be available if needed to deal evidence-based differences in group member contribution.

The University undertakes a continuous review of its teaching and research provision to ensure programmes are of a high quality and changes may be made to modules where it is necessary and reasonable to do so. Please be aware that minor changes to modules, such as a change to an individual assessment, can occur up until enrolment, although we endeavour to give you as much notice as possible of any changes. Details about the circumstance in which changes are made to programmes can be found in the Student Agreement, available at: https://www.keele.ac.uk/legalgovernancecompliance/governance/actcharterstatutesordinancesandregulations/studenttermsconditions/

Last Updated: 17 March 2026