Module Database Search

Module Title
Appraisal Of Current Market Research

Market Research,Critical Appraisal, Industry Application,

SCQF Points15
ECTS Points7.5
CreatedMarch 2007
ApprovedJuly 2013
AmendedAugust 2013
Version No.1

This Version is No Longer Current
The latest version of this module is available here
Prerequisites for Module

None in addition to SCQF 10 entry requirements

Corequisite Modules


Precluded Modules


Aims of Module

To provide the student with the ability to critically investigate a range of market research issues relevant to the main course discipline and evaluate their contribution to industry practice.

Learning Outcomes for Module

On completion of this module, students are expected to be able to:

1. Critically analyse and discuss the principles and decisions underlying market research.
2. Analyse and discuss in-depth how companies develop market research strategies
3. Evaluate the role, possibilities and limitations of marketing research and marketing information systems in the formulation and implementation of marketing strategy.
4. Analyse and interpret primary and secondary data and use the results to produce a professional marketing research report.
5. Use SPSS to facilitate quantitative data analysis.

Indicative Module Content

In order to achieve its objectives, an organisation must understand and stay close to its customers, to provide goods and services in such a way, time and place and at such a price they will purchase them. Companies today use sophisticated approaches to understand the markets in which they operate, and to understand their customers and their consumers. The module provides a vehicle for studying a wide range of current/topical market research issues: The nature, role and function of marketing research, market research processes and methods, secondary research,primary research, survey design, sampling methods, data collection, analysis and interpretation,critical evaluation of data sources,preparation of market research reports.

Indicative Student Workload

Contact Hours

Full Time
Tutorial Seminars

Directed Study

Directed Study

Private Study

Private Study

Mode of Delivery

The module is based on core lectures with supporting small group student-centred tutorial/workshop sessions where students will practice and apply skills. Students are expected to consolidate learning by directed and private study.

Assessment Plan

Learning Outcomes Assessed
Component 1 1,2,3,4,5

This module will have one coursework assessment to produce a detailed market research report on a named live product or service.

Indicative Bibliography

1.CHISNALL, P., 2005. Marketing research. 7th ed. Maidenhead: McGraw Hill.
2.MALHOTRA, N., 2012. Marketing research: an applied approach. 4th ed. New Jersey: Prentice Hall.
3.MCDANIEL, C., and GATES, R., 2010. Marketing research with SPSS. 8th ed. New Jersey: Wiley.
4.MCGIVERN, Y., 2013. The Practice of market and social research. 4th ed . Harlow: Prentice Hall.
5.SHIU, E., HAIR, J., BUSH, R. and ORTINAU, D., 2009. Marketing research. Maidenhead: McGraw Hill.

Additional Notes

The listed Journals will contribute a valuable source of relevant information for this module:
Journal of Marketing Research;
Journal of Consumer Research;
Journal of Advertising Research;
Qualitative Market Research: An International Journal.

Robert Gordon University, Garthdee House, Aberdeen, AB10 7QB, Scotland, UK: a Scottish charity, registration No. SC013781