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MDS-20062 - Module Specification
School of Humanities
Faculty of Business, Law, Humanities & Social Sciences

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

MDS-20062 - Researching Audiences and Users
Coordinator: Rachel Wood
Lecture Time: See Timetable...
Level: Level 5
Credits: 30
Study Hours: 300
School Office: 01782 733147

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

Understanding media audiences and users is fundamental to analysing how meaning is communicated and negotiated. This module provides you with the concepts and tools you need to understand how audiences interpret and participate in media. You will learn about the methods and approaches media researchers use to find out about audiences’ perspectives and experiences while gaining hands-on audience research skills. If you would like to do an independent research project in your final year, this module provides essential preparation.

Aims
This module aims to provide students with insight into academic approaches to media audiences, users, consumers and fans. The module aims to equip students with methodological understanding of the range of methods used in audience and user research, which students will learn and apply through the development of hands on research skills.

Intended Learning Outcomes

articulate, evaluate, and apply theoretical approaches to audiences and users in contemporary media and digital media studies: 1
demonstrate critical evaluation of key theoretical and methodological approaches to researching audiences and users: 1,2
evidence research informed decision making and problem solving skills: 2
manage and analyse audience and user research data and use this to support a critical argument: 2

Study hours

48 hours of interactive workshops.
2 hours of tutorials with module tutors.
96 hours of tasks and preparation for taught sessions.
154 hours of practical work in the production of assessed final project material.

School Rules

None

Description of Module Assessment

1: Research Proposal weighted 30%
Audience/user research proposal
A 1000 word research proposal for a small scale audience/user research project, following a set of parameters and options set out by the module lead. Following a short (500 word) review of the academic literature, students should clearly justify and explain (using supporting academic sources) their proposed research rationale, aims, questions, research and analysis methods, and ethical considerations.

2: Research Report weighted 70%
Audience/user research report
Students should conduct and report (2000 words) on a small scale audience/user research project. The project should develop from students' research plans based on feedback. The report should make a clear critical argument based on analysis of findings, situating the argument within the academic literature on audiences and users. The participant sample used for student research projects will be the module cohort. To ensure all projects are viable, students should participate in at least one other student's research project and submit evidence of this as an appendix to their own report. However, students will only be marked on the content of their own project.

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