Nottingham University Business School
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Marketing Research and Analytics

Please note that the following information may be subject to change.

Module Convenor:  Elizabeth Nixon

Module Content:
Lecture topics to include:
• Uses of marketing data
• The market research process
• Types of marketing data
• Primary marketing data gathering
• Sources of secondary data
• Analysis qualitative data
• Analysing quantitative data
• Interpreting and presenting marketing research
• Data infrastructures
• Ethics and the regulation of marketing data.

Module Aims:
On completion of this module students will be able to:
• Describe the nature and scope of marketing research and its role in supporting marketing decisions
• Distinguish between and apply various data-gathering methods to marketing research problems
• Evaluate the strengths and limitations of a formal and systematic process to marketing research

Module Assessment:
Individual Coursework (3,000 words) (60%); Poster Presentation (10 mins including Q&A) (40%)

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Nottingham University Business School

Jubilee Campus

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fax: +44 (0) 115 846 6667