Course Information Undergraduate prospectus

Customer Insight and Research

Course summary

Course code: MARK1109
Level: 5
Credits: 30
School: Business Faculty
Department: Marketing, Events and Tourism
Course Coordinator(s): Ian Whitten


Pre and co requisites



This course has been designed to fuse together consumer behaviour and marketing research to provide an exciting and rewarding journey, which will build on and enhance your marketing knowledge throughout your degree. The aim of the course is to allow students to gain an insight into the study of consumer behaviour and to develop an understanding of how consumers make every day decisions. It is widely acknowledged that ‘the customer is king’, which implies developing customer-centric strategies. Therefore, the study of consumers and consumer behaviour is imperative if one is to succeed in the marketplace. To that end the course will help student contextualise consumer behaviour, enabling them to understand how marketers can use and apply consumer behaviour theory.

Learning outcomes

On successful completion of this course a student will be able to:

1 Understand the importance of consumer behaviour and marketing research in gaining insight into consumers and the market place.
2 Critically evaluate the concepts and methodologies of consumer behaviour and consumer research
3 Appreciate the importance of ethics within marketing research (with specific reference to the Marketing Research Society)
4 Develop a marketing research project and in doing so develop an appreciation of the processes involved
5 Recognise the importance of teamwork along with the development of the necessary skills to work well as part of a team, including planning and strategy
6 Develop the confidence and skills in order to present ideas in oral and written form

Indicative content

The nature of marketing research
Consumer decision making process
Learning & memory
Consumer motivation
Personality and psychographics
The self
Consumer attitudes and persuasion
Reference groups
Social class and lifestyles
Research design formulation
Qualitative versus quantitative research
Measurement and scaling
Questionnaire design (with software)
Sampling design and procedures
Data collection, preparation and analysis
Preparing and presenting the marketing research report
Snap Software

Teaching and learning activity

The course comprises of lectures, seminars, tutorials and lab sessions. The lectures are interactive and students are encouraged to voice their opinions. The presentations are useful vehicles not only for the development of academic skills, but for useful transferable skills and this exercise also allows groups to bond and form useful support networks. Students will be introduced to software packages for survey design and analysis. The course VLE pages cover all aspects of the course.


Report - 15% weighting, 40% pass mark, learning outcomes 5 & 6. Outline Details - Group Research brief and data gathering, 1000 words.

Portfolio - 50% weighting, 40% pass mark, learning outcomes 1-6. Outline Details - Individual research report, 3000 words.

Exam - 35% weighting, 40% pass mark, learning outcomes 1-4. Outline Details - Closed book, based on questions on topics covered on the course. 2 hours.

Students are not required to pass all components in order to pass the course.