Market Intelligence, Data Analysis and Research Methods

Module code: MN7435

This module provides a comprehensive foundation in marketing research, data analysis, and research methodologies—essential skills for navigating the increasingly data-driven world of marketing and business. Through three interconnected units—Marketing Research Methods, Data Analysis and Insights, and Big Data and Marketing Analytics—you will develop the theoretical knowledge and practical expertise that are required to design, conduct, and evaluate marketing research projects in both academic and professional contexts. The module bridges the gap between academic study and industry practice, fostering a critical and reflective understanding of the role of data and research in marketing decision-making.

Unit 1: Marketing Research Methods

This unit introduces the fundamentals of marketing research, including research design, sampling techniques, and the formulation of research questions. You will explore both qualitative and quantitative research methods, gaining insights into the strengths, limitations, and appropriate applications of each approach. The unit also examines research ethics, highlighting the importance of responsible and ethical research practices in the marketing profession.

Unit 2: Data Analysis and Insights

Focusing on the analysis and interpretation of data, this unit equips you with practical skills in statistical and analytical techniques. You will engage with quantitative data analysis methods such as survey analysis, hypothesis testing, and regression, as well as qualitative data analysis approaches. The unit emphasizes translating data into actionable insights that inform marketing strategies and decisions.

Unit 3: Big Data and Marketing Analytics

This unit explores the transformative impact of big data on marketing practice. You will learn how to work with large and complex datasets, integrating tools and techniques such as social media analytics, advertising effectiveness measurement, and marketing performance dashboards. The unit also covers the use of advanced analytics in decision-making and the ethical considerations surrounding the use of personal data in marketing.