MKT42540 Customer and Market Insights

Academic Year 2022/2023

As the complexity of issues facing marketing managers has increased in recent years, so has their need for information – about the market environment, about the competition, and particularly about customers. It is now a certainty that every marketing manager (and indeed managers in many other functional areas and in general management) will frequently come in contact with market research throughout his or her career in business.
Many of you will be required to make use of market research and the insights provided by research throughout your careers. To be successful, marketing managers must be intelligent users of market research, and therefore need to have a thorough understanding of the steps involved in the market research process. The module will, therefore, be focused on integrating both theory and practice in order to provide students with an understanding of the concepts and processes of market research.
The theoretical part of the course will consist of a series of lectures designed to provide a broad overview of market research and the research process. The practical elements of the module will require students to apply this theory to a combination of individual assignments and group activities.

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Curricular information is subject to change

Learning Outcomes:

The overall objective of this course is to examine market research as a tool for providing information and insights for marketing and business decision making. This module is designed to teach students how to plan and implement market research studies from start to finish. On completing this course, student will be expected to be able to:

1) evaluate management decisions and information needs and translate these into researchable issues,
2) review and select appropriate research design and analysis techniques,
3) identify sample design options and their impact on the research process,
4) construct data collection instruments (questionnaires/topic guides) which will effectively collect the required information,
5) analyse and interpret research data and derive actionable insights which can help to drive the business,
6) communicate research findings to decision makers so they will listen and take action

Indicative Module Content:

Introduction to Market Research
Research Process/Design
Quantitative research techniques
Qualitative research techniques
Questionnaire/Topic Guide Design
Interviewing techniques
Data Analysis and Interpretation
Deriving insights from research data
Report Writing/Presentations
Ethics in market research

Student Effort Type Hours


Small Group


Seminar (or Webinar)


Specified Learning Activities


Autonomous Student Learning




Requirements, Exclusions and Recommendations

Not applicable to this module.

Module Requisites and Incompatibles
Not applicable to this module.
Assessment Strategy  
Description Timing Open Book Exam Component Scale Must Pass Component % of Final Grade
Assignment: Qualitative Research Unspecified n/a Graded No


Assignment: Questionnaire Design Unspecified n/a Graded No


Group Project: Research Presentation - Extracting Insights from data Unspecified n/a Graded No


Group Project: Secondary Research Assignment Unspecified n/a Graded No


Carry forward of passed components
Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Feedback Strategy/Strategies

• Feedback individually to students, on an activity or draft prior to summative assessment
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Each of the assessment tasks will focus on an aspect of the research process which will be covered in the series of lectures. Tasks similar to the assessment tasks will be incorporated into learning projects, and ongoing feedback and tuition will be provided on these tasks. A detailed briefing will be provided for each of the assessment tasks, and individual and group feedback (as relevant) will be provided on each.

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