Research Methods in Marketing

The details
Essex Business School
Colchester Campus
Postgraduate: Level 7
Monday 13 January 2025
Friday 21 March 2025
09 April 2024


Requisites for this module


BE968, BE971

Key module for

MSC N51012 Marketing,
MSC N51024 Marketing,
MSC N50012 Digital Marketing and Analytics,
MSC N50024 Digital Marketing and Analytics,
MSC N5G3JS Digital Marketing and Analytics,
MMANNN35 Marketing and Management,
MMANNN36 Marketing and Management (Including Placement Year),
MMANNN37 Marketing and Management (Including Year Abroad)

Module description

This module introduces students to the process and methodology of research in the field of Marketing.

It enables students to understand the marketing decision-making process undertaken by managers, policymakers and consumers, formulate research questions and hypotheses, evaluate research designs, data collection and analysis to make informed marketing decisions. It provides knowledge on the qualitative and quantitative methodologies used in marketing research to understand markets, consumers and examines ways in which the information used to make marketing decisions is gathered, analyzed and presented. This is a key module that offers the necessary input for students to do a high-quality Masters dissertation.

Module aims

The aims of this module are:

  • To provide students with the necessary guidance to undertake advanced level independent research in Marketing.

  • To focus on the nature of research in the discipline, and the social sciences in general.

  • To examine the knowledge and skills necessary to plan and undertake an independent research project.

  • To provide students with opportunities to familiarize themselves with important theoretical and empirical concepts related to the research process.

  • To combine a critical understanding of the theoretical literature with the practical application of how to conduct a complex investigation of a real-world organizational or business issue within a specific context of Marketing.

  • To contribute to existing knowledge in the discipline and making practical proposals for change.

  • To provide a good foundation to students to successfully plan and undertake a Masters Level research project.

Module learning outcomes

By the end of this module, students will be expected to be able to:

  1. Understand the key concepts of research methods in marketing,

  2. Translate a marketing problem into research questions and hypotheses,

  3. Appreciate strengths and weaknesses of alternative research designs,

  4. Evaluate academic and commercial research findings,

  5. Develop strong data analysis and relevant software skills,

  6. Develop cognitive skills of critical thinking, analysis and synthesis,

  7. Develop a creative approach to solving problems and taking decisions,

  8. Develop the necessary skillsets to complete a Masters dissertation,

  9. Develop abilities to conduct research into business and management.

Skills for Your Professional Life (Transferable Skills)

This module will also enable students to develop a range of transferable skills:

  1. Develop written communication skills through writing and receiving feedback on module assignments.

  2. Enhance communication skills through interactive discussions on relevant topics related to the assessments.

  3. Practice analytical skills through the application of proposed data analysis techniques for a specific research context.

  4. Hone critical and analytical thinking by reviewing the relevant literature and evaluating different approaches and strategies for management and marketing research specific to your research proposal.

  5. Develop IT literacy through electronically accessing module materials, completing and submitting assignments and learning to use certain specialist software.

Module information

This module explores applying a variety of quantitative and qualitative methods, including proposed data collection and analysis techniques and illustrates the suitability of these methods for designing potential research projects. The ethical, practical and legal questions raised by research are explored.

Some practical aspects of the research process include the skills required to search and evaluate published research, critical writing skills, planning and organizing a research project within the body of relevant knowledge in order to make theoretical and practical recommendations.

Learning and teaching methods

This module will be delivered via:

  • One 2-hour lecture per week.
  • One 2-hour seminar per fortnight.

Lectures will give an overview of key themes and are designed to facilitate your own independent thinking.

Seminars will provide additional guidance on the development of the research proposal, during which you will receive feedback on your ideas. Information on each seminar will be posted online on Moodle before the scheduled seminar and will include details on what you should prepare.

Each of the lecturers has academic support hours every week, which you can find on the Essex Business School PGT Moodle page. During these academic support hours, you will be welcome to come and discuss various aspects of the module or your assessment.

Whilst we endeavour to provide you with any advice we can, it should be clear that we are not there to tell you what the 'answers' are regarding the assessments. For this reason, it is extremely important that you start thinking about your assignments in good time. The more work you have done before you come and see us, the more fruitful the discussion will be.


The above list is indicative of the essential reading for the course.
The library makes provision for all reading list items, with digital provision where possible, and these resources are shared between students.
Further reading can be obtained from this module's reading list.

Assessment items, weightings and deadlines

Coursework / exam Description Deadline Coursework weighting
Coursework   Qualitative Research Assignment (1500 words)     
Coursework   Quantitative Research Assignment (1500 words)     

Additional coursework information

  • 2 pieces of coursework, 1500 words each.

Exam format definitions

  • Remote, open book: Your exam will take place remotely via an online learning platform. You may refer to any physical or electronic materials during the exam.
  • In-person, open book: Your exam will take place on campus under invigilation. You may refer to any physical materials such as paper study notes or a textbook during the exam. Electronic devices may not be used in the exam.
  • In-person, open book (restricted): The exam will take place on campus under invigilation. You may refer only to specific physical materials such as a named textbook during the exam. Permitted materials will be specified by your department. Electronic devices may not be used in the exam.
  • In-person, closed book: The exam will take place on campus under invigilation. You may not refer to any physical materials or electronic devices during the exam. There may be times when a paper dictionary, for example, may be permitted in an otherwise closed book exam. Any exceptions will be specified by your department.

Your department will provide further guidance before your exams.

Overall assessment

Coursework Exam
100% 0%


Coursework Exam
100% 0%
Module supervisor and teaching staff
Dr Atika Kemal, email:
Dr Atika Kemal & Dr Shakaib Akram & Dr Sonia Siraz



External examiner

Dr Stephanie Anderson
Dr Rohail Ashraf
Manchester Metropolitan University
Senior Lecturer
Available via Moodle
No lecture recording information available for this module.


Further information
Essex Business School

* Please note: due to differing publication schedules, items marked with an asterisk (*) base their information upon the previous academic year.

Disclaimer: The University makes every effort to ensure that this information on its Module Directory is accurate and up-to-date. Exceptionally it can be necessary to make changes, for example to programmes, modules, facilities or fees. Examples of such reasons might include a change of law or regulatory requirements, industrial action, lack of demand, departure of key personnel, change in government policy, or withdrawal/reduction of funding. Changes to modules may for example consist of variations to the content and method of delivery or assessment of modules and other services, to discontinue modules and other services and to merge or combine modules. The University will endeavour to keep such changes to a minimum, and will also keep students informed appropriately by updating our programme specifications and module directory.

The full Procedures, Rules and Regulations of the University governing how it operates are set out in the Charter, Statutes and Ordinances and in the University Regulations, Policy and Procedures.