MSc Marketing / Course details

Year of entry: 2021

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Course unit details:
Quantitative Marketing Research in the Digital Age

Unit code BMAN74021
Credit rating 15
Unit level FHEQ level 7 – master's degree or fourth year of an integrated master's degree
Teaching period(s) Semester 1
Offered by Alliance Manchester Business School
Available as a free choice unit? No


•    Introduction to the Course, Surveys, and Observations
•    Questionnaire Design, Measurement, and Sampling
•    Descriptive Data Analysis
•    Reliability, Validity, and Factor Analysis
•    Correlation and Linear Regression
•    Experimental Design and use of Experiments in Website Design/Analytics
•    t-test
•    Chi-square
•    One-way ANOVA
•    Factorial ANOVA and ANCOVA



BMAN74021 Programme Req: BMAN74021 is only available as a core unit to students on MSc Marketing


The purpose of this course unit is to introduce to students and provide a clear understanding of the nature, scope and process of quantitative marketing research methods and data analysis, both in physical and digital environments.

Learning outcomes

The course incorporates a variety of teaching, learning and assessment approaches, with the aim of providing an intellectually stimulating and enjoyable student experience. On completion of the course, students will be able to:

•    Understand the nature and scope of quantitative marketing research and its role in supporting the design and implementation of successful marketing decisions
•    Understand different approaches and methods of quantitative data collection and analysis, both in physical and digital marketing environments
•    Identify and apply the appropriate analytical tools and interpret the consequent results of quantitative data analysis
•    Demonstrate the ability to use the software for data collection (Qualtrics) and analysis (SPSS)
•    Critically evaluate research findings, derive the implications of such findings and have an understanding of how these would be applied in practice.
•    Communicate marketing research knowledge, concepts, and findings professionally and creatively

Teaching and learning methods

Formal Contact Methods

Minimum Contact hours: 20 

Delivery format: Lecture and Workshops 

Assessment methods

1 hour 20% Individual MCQ Mid-term test

80% Group Coursework


Feedback methods

Students will receive formative and summative feedback. Formative feedback will be in the form of discussions arising in the lectures and via Blackboard. In particular, formative feedback will be in the form of comments and suggestions for helping students with their individual exam and for improving students’ group project. Summative feedback will be the mark achieved in the individual exam (20%) and the mark allocated to group presentations (80%) and will be provided within 3 working weeks (15 working days) of the respective submission dates.


Recommended reading

A detailed reading list will be provided at the beginning of the course.

Study hours

Scheduled activity hours
Lectures 20
Seminars 13
Independent study hours
Independent study 117

Teaching staff

Staff member Role
Panagiotis Sarantopoulos Unit coordinator
Marzena Nieroda Unit coordinator

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