UCL School of Management

Module Fact Sheet

MSIN0007: Consumer, Market and Industry Research

Taught by
Level
First
Prerequisites
None
Eligibility
1st year IMB students only
Terms
Term 2
Delivery method
3-hour workshop (x 10 weeks)
Assessment
Individual Coursework (2 x word reports) 60%
Group Coursework 40%
Previous Module Code
MSIN1009

Course overview

This module is intended to provide students with an understanding of the fundamentals of Market Research through the lens of consumers, markets and industry. The module explores how and in what way organisations gather and harness research to support their planning and decision making by introducing the principles and practice of market research and the three core aspects of:

Data collection; Analysis; and Communication of findings.

The module starts to prepare students with the basic knowledge and develop skills to prepare for undertaking MSIN2003 Business Research Methods in their second year, leading to the successful planning and implementation of an independent extended research project (MSIN9001), completed in the final year of the IMB BSc Degree program.

Interactive sessions (30 hours), will include open class and small group discussions and group working. Sessions will include a series of guest lectures from academics within the School of Management who will present and share their experiences of using different methods of data collection and analysis in business research.  The weekly session is timetabled as a single 3 hour block which must be attended fully.

The aims of the Consumer, Markets and Industry Research  module are:

  • To develop and demonstrate a market research toolbox containing a suite of resources with exemplary briefs, proposals, topic guidance and sample questionnaires to provide students with the necessary survey instruments, analytical tools and methodological frameworks to deliver effective research and research audit activities.
  • To contextualise the subject through the use of case studies which will illustrate marketing research in action, and demonstrate examples of poor research practice as well as exemplary “best practice”.
  • To introduce the recent digital developments in market research. These will include: social media monitoring, web analytics techniques, Crowdsourcing, Market Research Online Communities Gamification, Open Data, Infographics, Command Centre Viewing, and Neuro-marketing.
  • To provide an introduction to research ethics
  • To demonstrate practical application of the skills and techniques needed for effective and actionable research in a broad range of IT related business contexts. Students will blend theory and practice, to undertake practical marketing research tasks; to critically evaluate their finding in respect of their results and the utility of the tools and approached adopted.

Learning outcomes

On successful completion of the module, students will be able to:

  • Understand the practice and principles of effective market research
  • Appreciate the models, methodologies and approaches used to gather primary data in business market research
  • Design appropriate primary and secondary research programmes
  • Critically evaluate and understand business research outputs
  • Make valid and actionable business recommendations based on market research
  • Produce outputs directed at a business audience

Topics covered

  • Introduction to Market Research
  • The organisational knowledge base
  • Market Intelligence
  • Product Research and the R&D function
  • Data Protection legislation
  • Research design and structuring
  • Pricing Research
  • Internal and Secondary sources
  • Sampling
  • Research Confidentiality
  • Advertising effectiveness and Consumer intelligence
  • Questionnaire Design
  • Analysis of research findings
  • Customer and sales research
  • International Research
  • Digital Research
  • Supporting strategic choice through research
  • Reporting Research findings

Assessment summary

Individual Coursework (2 x reports)  60% Group Coursework (5,000 words) 40%

Current students should refer to Moodle for specific details of the current year’s assessment.

Essential reading

Essential Reading

Bradley, N. (2013) Marketing Research – Tools and Techniques, 3rd ed., Oxford: Oxford University Press.

Other Reading

Bryman, A. & Bell, E. (2015) Business Research Methods. 4th ed. Oxford: Oxford University Press.

Creamer, E. (2017) An Introduction to Fully Integrated Mixed Methods Research. London: Sage.

Davies, M. and Hughes, N. (2014) Doing a Successful Research Project. Using Qualitative or Quantitative Methods, 2nd Edition. London: Palgrave

Fink, A. (2008) How To Conduct Surveys: A Step-by-Step guide. London Sage.

Floyd, J. Fowler, J. (2013) Survey Research Methods. London: Sage.

Gray, D. (2016) Doing Research in the Business World. London: Sage.

Paulus, T., Lester, J. and Dempster, P. (2013) Digital Tools for Qualitative Research. London: Sage.

Pink, S. (2007) Doing visual ethnography: images, media and representation in research, 2nd edition. London: Sage.

Scott, J. (2017) Social Network Analysis, 4th Edition. London: Sage.

White, P. (2017) Developing Research Questions, 2nd Edition. London: Palgrave.

Oppenheim, A. N. (2000) Questionnaire Design, Interviewing, and Attitude Measurement (New Edition). London: Pinter.

Saldaña, J. (2009) The Coding Manual for Qualitative Researchers. London: Sage.

Academic Journals

http://methods.sagepub.com/ excellent online research methods resources from Sage. Click on Institution (top right) and select the Shibboleth login option then select University College London and login using your UCL login details.

Academy of Business Research Journal

Interdisciplinary Journal of contemporary research in business

International Journal of Social Research Methodology

Journal of Management and Business Research

Journal of International Business Research

Journal of Consumer Research

Past versions of this module

MSIN1009 17/18

Last updated Monday, 13 August 2018