Postgraduate taught 

Marketing MSc/PgDip/PgCert: Online distance learning

Marketing Research & Analytics MGT5416

  • Academic Session: 2023-24
  • School: Adam Smith Business School
  • Credits: 20
  • Level: Level 5 (SCQF level 11)
  • Typically Offered: Semester 2
  • Available to Visiting Students: No
  • Taught Wholly by Distance Learning: Yes

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.


This is an online course of 20 credits. This requires 200 hours of student-led learning. Unlike a face to face course, online learning can be divided into directed and guided learning, rather than contact and non-contact hours. What is described as a lecture is, in fact, a series of teacher led activities (TLA) or directed teaching, such as direction to reading, video, audio, case studies or other resources. Seminars and Workshops are synchronous online events which allow student-led exploration of a student-led or teacher directed topics. This course combines TLAs (lectures in this form) with seminars, workshops and other interactive methods of learning and assessment.

Requirements of Entry

Please refer to the current postgraduate prospectus at:

Excluded Courses





ILO being assessed

Course Aims

The course aims to develop students' ability to recognise the relative values and importance of marketing research, especially in the international marketing environment. The course encourages the acquisition of skills relating to the critical analysis, interpretation and discussion of the different marketing research designs and methods. And finally to 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

1. Devise the most appropriate qualitative and quantitative research design to inform marketing decision-making.

2. Collect, analyse, and assess secondary and primary data for specific research problems.

3. Appraise and assess marketing research methodology.

4. Recommend the best sampling technique for different research designs and defend that recommendation.

5. Write an effective marketing research proposal.

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.