Postgraduate taught 

International Strategic Marketing MSc

Marketing Research MGT5327

  • Academic Session: 2020-21
  • School: Adam Smith Business School
  • Credits: 10
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Available to Erasmus Students: No

Short Description

This course aims to help students to understand the nature and scope of marketing research and its role in supporting the design and implementation of successful marketing decisions.


Teaching will be delivered through a series of 2 hour lectures, 2 hours lab sessions and 2 hours tutorials in semester 2.

Requirements of Entry

Please refer to the current graduate prospectus at

Excluded Courses



The summative assessment comprises several pieces of work in a project portfolio format of individual pieces of work.

The lectures
and lab sessions guide students through the principles and techniques of conducting a piece of marketing research. They are expected to develop a marketing research proposal as part of their summative assessment.

Along with the marketing research they must submit a critical reflection on how they conducted the research, SPSS and other documentation, plus diaries of their activities and thoughts. These elements collectively form the portfolio of assessed work. The word limit (min 3000 words) corresponds to a required 3000 words on the marketing research and critical reflection; there will then be additional documentation for which a specified word count would not be appropriate.

Course Aims

Specifically, the course aims to:


■ Develop students' ability to recognise the relative values and importance of marketing research, especially in the international marketing environment

■ Encourage the acquisition of skills relating to the critical analysis, interpretation and discussion of the different marketing research designs and methods

■ Equip students with the appropriate knowledge of marketing research techniques in order to be able to conduct a primary research.

Intended Learning Outcomes of Course

By the end of this course students will be able to:


■ Clearly identify various research designs, and explain the differences between exploratory, descriptive and causal research designs

■ Analyse the nature and scope of secondary data and be able to collect, analyse and assess secondary data for specific research purposes

■ Explain the differences between qualitative and quantitative marketing research in terms of the objectives, sampling, data collection and analysis

■ Select the most appropriate qualitative research methods (e.g. focus-groups; in-depth interviews; etc.) based on the purpose of the research problem

■ Differentiate between situations that call for qualitative and situations that call for quantitative research.

■ Apply a range of survey, scale, and questionnaire techniques in order to effectively conduct a survey

■ Recognise and recommend the best sampling technique for different situations and defend that recommendation.

■ Explain the nature of descriptive statistics and other methods of data analysis (e.g. t-tests; ANOVA; regression analysis etc.)

■ Effectively present the data analysis and write a marketing research report.

Minimum Requirement for Award of Credits

Students must submit at least 75% by weight of the components (including examinations) of the course's summative assessment.