MKT4026H Market Res Methods & Data

Academic Year 2022/2023

The ever-evolving repertoire of digital technologies and channels facilitate marketer’s unprecedented in-depth consumer insight and market intelligence. This also presents challenges into strategically leveraging data into actionable and timely intelligence for planning and resource allocation both at campaign and firm level. The aim of this module is twofold.
First, we aim to provide you with a comprehensive understanding of the market research process through the use of latest research, case studies and practical workshops. By the end of this course you should have a solid theoretical knowledge and practical understanding of the research process in a digital context. This course focuses on both traditional and new online research practices and data gathering methods. Online data gathering techniques are pivotal in understanding consumer behaviour in an online context, and are crucial to tactical and strategic decision making at firm level.
In addition to marketing research methods, you will also be acquainted with analysing research data. While designing and executive marketing research effectively are critical, being able to analyse the resulting data is vital to inform the design and execution of campaigns and marketing strategies. You will learn to apply key analytical techniques to evaluate both quantitative and qualitative data, as well as deriving key actionable insights and recommendations.

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Curricular information is subject to change

Learning Outcomes:

On completing this module, students will be expected to:

• Understand the importance and application of both traditional and new marketing research and analytics in every day marketing decisions
• Gain an in-depth understanding of the marketing research process
• Learn about qualitative and quantitative research methods, and understand the benefits and limitations of each method
• Gain insight into how key players in industry use market research to inform marketing decisions
• Learn about and apply analytical techniques that are used in analysing research data

Student Effort Type Hours


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
Group Project: Anticipation of Brief, Secondary Research & Presentation Throughout the Trimester n/a Graded No


Group Project: Group Marketing Research Plan Coursework (End of Trimester) n/a Graded No


Assignment: ndividual Assignment Throughout the Trimester n/a Graded No


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

• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Not yet recorded.

Name Role
Ms Michele Connolly Lecturer / Co-Lecturer
Dr Christina Burke Tutor
Mr Neil Caraher Tutor
Wincey Cheung Tutor
Ms Martha Fanning Tutor
Mr Stanley Wong Tutor

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