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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: 16 September 2026

MAN-20185 - Marketing Research: Principles, Process and Practice
Coordinator: Rachel Lee Tel: +44 1782 7 33112
Lecture Time:
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: 1,2
apply qualitative marketing research tools and processes in accordance with ethical processes to gather qualitative data for further analysis: 1
critically evaluate qualitative data to communicate key findings for organisational decision making purposes: 1
apply quantitative marketing research tools and processes in accordance with ethical processes to gather quantitative data for further analysis: 2
critically evaluate quantitative data to communicate findings for organisational decision making purposes: 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: Video Blog weighted 50%
10-minute Individual video presentation
Students will undertake a project involving the collection and analysis of qualitative data on a contemporary marketing research issue. They will create a 10-minute individual recorded video presentation that specifically outlines their own data collection process, the methods used, analysis of the findings, and how these address a clearly defined marketing research problem. The presentation must also reflect on the ethical considerations involved in conducting their research.

2: Group Assessment weighted 50%
2500-word Group assignment (report)
Building on the findings from assessment 1, students will work in groups of between 3-5 to produce a 2500-word marketing research report that communicates findings from collecting and analysing quantitative data. Marks will be allocated at a group level, but peer reviewed process will also be available.

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: 16 September 2026