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Session: 2022/23

Last modified: 08/02/2022 14:15:37

Title of Module: Marketing Research Practice (MRP)

Code: MARK08008 SCQF Level: 8
(Scottish Credit and Qualifications Framework)
Credit Points: 20 ECTS: 10
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Valerie  Will

Summary of Module

This module discusses with students both the rationale for and the practice of marketing research so that they develop an understanding of why and how to conduct robust research in marketing.  The emphasis during the module will be on the practice of marketing research which means that in lectures students will be encouraged to investigate and understand the why of marketing research, while through the workshops and the coursework they will have the opportunity to practise the how aspect (and so will have the opportunity to build their knowledge of, and practise, the skills required which is important from a real-world/employability perspective).

This module is marketing research focused, but may be useful to students outwith the marketing subject area.

The syllabus will include the following areas:

  • The relevance of marketing research for organisations
  • The marketing research process
  • Secondary data collection
  • Primary data collection
  • Designing questionnaires
  • Sampling methods
  • Data analysis and presentation
  • This module discusses with students both the rationale for and the practice of marketing research so that they develop an understanding of why and how to conduct robust research in marketing.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1check markTerm 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Evaluate and discuss the various marketing research tools and techniques available to the organisation.

L2. Investigate and analyse a given market situation and/or problem using appropriate research methods.

L3. Discuss and present research-related material logically and succinctly in an appropriate format.

L4. Demonstrate the relevance of marketing research to the organisation.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 8.

Knowledge and understanding of the relevance of marketing research for organisations; the marketing research process; data collection techniques and methods of analysis plus how to present data clearly and effectively

Practice: Applied Knowledge and Understanding SCQF Level 8.

Carrying out a research project and analysing information gathered: using electronic sources of information to gather research material on a given topic.

Conducting practical research tasks such as preparing questioning devices and conducting interviews.

Generic Cognitive skills SCQF Level 8.

Critically evaluating and interpreting research information in order to define and recommend a market-specific response/course of action.

Assessing the relevance of research tools and techniques in relation to a specific business situation

Communication, ICT and Numeracy Skills SCQF Level 8.

Gathering marketing research data using e-sources of information.

Conveying complex marketing research information and proposed courses of action to an audience in order to assist with business decision-making.

Oral presentation(s).

Using a range of standard applications such as MS Word, MS Excel and MS Powerpoint to obtain, process and present data.

Using Qualtrics questionnaire design and data analysis software.

Introduction to qualitative data analysis software such as Quirkos.

Autonomy, Accountability and Working with others SCQF Level 8.

Working individually and in groups in order to prepare class work and assessed items. The individual is accountable to the group for their work.

Adopting a professional/managerial orientation in order to facilitate group work.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Introduction to Marketing
Marketing & Academic Skills *
Global Marketing Environment *
Other:(or equivalent)
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
This module normally offers a one hour lecture plus two hour workshop per student per week during the teaching period. The style is interactive in both lectures and workshops; and in workshops the focus will be on student-led co-creation of knowledge where normally students work in groups to undertake and feedback on tasks which will enhance their knowledge and experience of the subject matter of the lectures.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery12
Laboratory/Practical Demonstration/Workshop24
Asynchronous Class Activity24
Independent Study140
200 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Prescribed text:
Nunan, Daniel, David F Birks and Naresh K Malhotra (2020). Marketing Research Applied Insight Pearson (6th edition)
Suggested additional texts:
Brown, T.J. and Suter, T.A. (2013) MR 2. 2nd edn. United States: South-Western College Publishing.
Kent, R.D. (2007) Marketing research: Approaches, methods and applications in Europe. London: Cengage Learning EMEA.
Malhotra, N.K., Birks, D.F. and Wills, P.A. (2012) Marketing research: An applied approach. 4th edn. Harlow: Financial Times/Prentice Hall

McQuarrie, Edward F (2016). The Market Research Toolbox Sage (4th edition) Times/Prentice Hall.

Details of further resources, including textbooks, journals and online resources will be identified at the beginning of each delivery in the module handbook and lists will be made available via Moodle

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorDr Xiuli (Shelly) Guo
External ExaminerS Forbes
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
Portfolio of work, comprising up to 4000 words in total - 100% of the marks for the module
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Learning Outcome (4) Weighting (%) of Assessment ElementTimetabled Contact Hours
Portfolio of written workcheck markcheck markcheck markcheck mark1000
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity
The Equality, Diversity and Human Rights policy underpins student engagement. We aim to make UWS a fair and equal place to study an institution which addresses specific issues covering all aspects of equality, diversity and human rights. Where required module assessment will be adapted to meet student requirements.

UWS Equality and Diversity Policy
UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.