Department: BSc Business management & BSc Accounting & Finance
Module Description:This module aims to provide students with a fundamental understanding of market research concepts that range from undertaking a marketing research project to analysing the data arising from the implementation of the project. Real life examples are given to improve knowledge and understanding of marketing research concepts.
McDaniel, C. (2021). Marketing research essentials. 9th edn. Toronto: John Wiley & Sons Canada.
Nunan, D., Birks, D. F. and Malhotra, N. K. (2020). Marketing research : applied insight. 6th edn. Harlow, United KIngdom: Pearson.
Brown, T. J., Suter, T. A. and Churchill, G. A. (2018). Basic marketing research: customer insights and managerial action. 9th edn.
Chisnall, P. M. (2005). Marketing research. 7th edn. London: McGraw-Hill.
Malhotra, N. K. (2014). Basic marketing research. 4th edn. Harlow: Pearson Education Limited.
Wright, L. T. and Crimp, M. (2006). The marketing research process. 5th edn. Harlow: Financial Times Prentice Hall.