MSIN0007 forms part of the research thread of the IMB programme. 

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

To introduce...

Consumer, Market and Industry Research (MSIN0007)

MSIN0007 forms part of the research thread of the IMB programme. 

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

To introduce students to the world of market research in business, providing both an understanding of best practice and the ability to design, execute and analyse their own research projects.

The module covers the fundamentals of research design, briefs and proposals, population/sampling, research instruments (discussion guides and questionnaires), as well as the management of error, research analysis, the role of critical thinking in the pursuit of insight, and reporting frameworks for business audiences. Both primary (qualitative and quantitative) and secondary research are covered, and students are introduced to the latest techniques being used in the field of neuromarketing.

Marketing research is at the heart of this course covering segmentation, product development (concept/product screening), pricing, and advertising/promotional research techniques including the impact of digital in the world of commercial research.

The course uses a wide variety of teaching techniques to allow students to acquire knowledge, investigate new concepts, collaborate in teams and practice market research from client objectives to final recommendations.

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

Understand the practice and principles of effective market research
	Appreciate the key methodologies and approaches used to gather primary and secondary data in business market research
	Design effective, value-added primary and secondary research projects against specific objectives
	Gain data analysis and critical thinking skills to evaluate business research outputs
	Make valid and actionable business recommendations based on market research
	Produce outputs directed at a business audience
 