Core Module Information
Module title: Market Research in Practice

SCQF level: 08:
SCQF credit value: 20.00
ECTS credit value: 10

Module code: MKT08105
Module leader: Kat Rezai Namaghi
School The Business School
Subject area group: Marketing

Module code: MKT07101
Module title: Marketing 1
Examples of equivalent learning: SQCF marketing level 7

Description of module content:

In this module you will develop an in-depth understanding of the theory, practice and ethical implications involved in market research. The syllabus will introduce you to the key stages of the market research process, understanding the importance of each stage in any practical market research project. You will engage with a range of literature to understand the importance of secondary research, as well as knowledge in the various methods involved in quantitative and qualitative research. With this knowledge, you will then be able to utilise appropriate research methods to the context of the research problem, tools available and proper implementation. You will learn about the importance of market research in supporting strategic marketing practices, resulting in strong and
applied knowledge in market research in practice.

Learning Outcomes for module:

LO1: Identify, understand and apply the key stages involved in the market research
LO2: Comprehensively examine a range of market research materials to understand the
respective research topic.
LO3: Critically examine and identify the appropriate methodologies and processes of
collecting and analysing qualitative and quantitative data
LO4: Identify appropriate solutions to the context of the market research report using
problem-solving, teamwork, and decision-making skills

Full Details of Teaching and Assessment
2022/3, Trimester 1, FACE-TO-FACE, Edinburgh Napier University
Occurrence: 001
Primary mode of delivery: FACE-TO-FACE
Location of delivery: CRAIGLOCKHAR
Partner: Edinburgh Napier University
Member of staff responsible for delivering module: Kat Rezai Namaghi
Module Organiser:

Learning, Teaching and Assessment (LTA) Approach:
In this module you will work with the module team using an applied and critical approach to learning. This module comprises Live online lectures, face-to-face tutorials and practical workshops and independent learning. The lectures cover the market research process, covering a range of current research methods. The tutorials cover the application of market research theory, research methods and the market research process, working towards a market research project report (LO1, LO2, LO3). Alongside the academic learning, this module seeks to encourage students with independent learning, teamwork, problem-solving in the application of research techniques (LO4). The summative assessment comprises a group-based market research report which is practical-based, designed to test the application of student’s theoretical knowledge and problem-solving ability. The students need to utilise appropriate research methods and demonstrate a clear understanding of the scope of the research problem and the tools available and their proper implementation. This includes a formative peer assessment element which encourages teamwork within the groups (teamwork, negotiation skills).

Formative Assessment:
All tutorials are designed to assess your learning of each teaching theme prescribed each week, this serves to support your learning and ensure you are achieving all five learning outcomes. For example, tutorials may consist of class-based tests (quiz of the week), case studies, and workshops where you are assessed on knowledge and skills in market research methods. There are two formative tasks which align with the summative assessment. In week 8/9, you will develop the outline of your report, including the selection of the appropriate qualitative research method and questionnaire design.
You will then get quality feedback, which will serve to help you work towards the summative assessment. We encourage you to start on your assessments early, in your groups, and to share your ideas with the module leader via email or during class time.

Summative Assessment:
The first summative assessment is a 1,000 word individual essay, which explores the market research process. You will demonstrate your understanding of LO1.

The final summative assessment is a 5,000-word market research report, which is undertaken in groups of four. Working in groups allows you to discuss your ideas with your peers, develop your thoughts and approaches with each other whilst learning to negotiate and manage your time. Group work is essential in marketing practices, specifically in research projects. You will be presented with a research scope, by which you can then contextualise using your developed research knowledge and skills. The structure of the assessment follows the structure of this module, and is designed to address LOs 2-4. In your groups you will start by collecting secondary research, critically reviewing literature regarding the prescribed consumer research topic. Next, you will then develop and undertake the research designs for qualitative and quantitative research methods, analysing the information from each method, and devising founded conclusions. The marking criteria is designed to measure expected learning outcomes (2-4). You will be able to discuss your ideas, your research design and approach and developing assessment with your lecturer during the class sessions.

Student Activity (Notional Equivalent Study Hours (NESH))
Mode of activityLearning & Teaching ActivityNESH (Study Hours)
Face To Face Lecture 12
Face To Face Practical classes and workshops 12
Independent Learning Guided independent study 70
Independent Learning Groupwork (Independent Study) 106
Total Study Hours200
Expected Total Study Hours for Module200

Type of Assessment Weighting % LOs covered Week due Length in Hours/Words
Essay 30 1 6 , WORDS= 1000
Report 70 2,3,4 13 , WORDS= 5000
Component 1 subtotal: 30
Component 2 subtotal: 70
Module subtotal: 100

Indicative References and Reading List - URL:
Market Research in Practice