MKT42400 Consumer Insights & Analytics

Academic Year 2022/2023

Marketers can now utilise an increasing number of digital research methodologies to collect a fast-growing volume of customer data. Yet, data is not information, and information is not insight. Data is only of value when it is collected rigorously, analysed correctly, and more importantly, when it is translated into insights that help marketers to make better decisions. This course aims to highlight latest advances in digital research methods and to understand their benefits and limitations. You’ll learn how to translate business problems into research questions, and how to evaluate and implement appropriate research designs, and how to generate marketing insights from online and offline data.

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Curricular information is subject to change

Learning Outcomes:

Learning Objectives
• Understand how to translate managerial problems into research problems.
• Learn about the benefits and limitations of (emerging) digital research methods
• Comprehend the applications of digital research methods in marketing decision making
• Learn how to collect, clean, analyse and interpret data from sources such as surveys, websites, apps, or geo-tracking.

Indicative Module Content:

Analytical Techniques every marketer needs to know;
Secondary research;
Quantitative research methods;
Qualitative research methods;
Analysing research data;
Using Statistical methods to make predictions;
Utilizing dashboards in marketing decision making;
Data and analytics
Media Data

Student Effort Type Hours


Small Group




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: Consumer Insights Simulation Unspecified n/a Graded No


Attendance: Experiment Participation Unspecified n/a Pass/Fail Grade Scale No


Assignment: AB Testing Simulation Unspecified n/a Graded No


Multiple Choice Questionnaire: Online Quizzes Unspecified n/a Graded No


Carry forward of passed components
Resit In Terminal Exam
Spring No
Feedback Strategy/Strategies

• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment
• Online automated feedback
• Peer review activities

How will my Feedback be Delivered?

Not yet recorded.

1. The Practice of Market Research (4th Edition) – Yvonne McGivern, Prentice Hall, 2013
2. Customer Analytics for Dummies:
3. Winston, W. (2014) Marketing Analytics: Data-Driven Techniques with Microsoft Excel, Wiley.
Name Role
Dr David DeFranza Lecturer / Co-Lecturer
Lecture Offering 1 Week(s) - Autumn: All Weeks Tues 09:00 - 11:50
Lecture Offering 2 Week(s) - Autumn: All Weeks Tues 14:00 - 16:50
Lecture Offering 3 Week(s) - Autumn: All Weeks Wed 09:00 - 11:50

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