Overview
Marketing Research Project develops advanced competence in the systematic design, execution, analysis, and communication of marketing research. Students examine exploratory, descriptive, and causal research designs; qualitative and quantitative methods; sampling; measurement reliability and validity; questionnaire construction; research ethics and privacy; primary and secondary data; experimental design; and statistical analysis.
Through a supervised research project, students define a management problem, formulate research questions or hypotheses, develop a defensible proposal, collect or analyze a realistic dataset, evaluate data quality and bias, and interpret findings for managerial decision-making. The course emphasizes professional reporting, data visualization, actionable recommendations, and communication with organizational or client audiences.
Learning Outcomes
- Evaluate marketing management problems and translate them into research objectives, questions, and testable hypotheses.
- Design an appropriate mixed-methods or single-method research project aligned with management decision requirements.
- Construct and justify sampling procedures, measurement instruments, questionnaires, and experimental designs.
- Assess the reliability, validity, quality, privacy, and ethical integrity of marketing data.
- Apply qualitative coding, descriptive statistics, inferential techniques, and data visualization using suitable analytical software.
- Interpret research findings while identifying limitations, uncertainty, bias, and implications for managerial decision-making.
- Synthesize evidence into customer and business insights and formulate actionable recommendations.
- Communicate research methods, findings, and recommendations effectively in professional written and oral formats.
Timetable
| Type | Length | Frequency | Period |
|---|---|---|---|
| Lecture | 2 hours | Weekly | All semester |
| Tutorial | 1 hour | Weekly | All semester |
| Workshop | 2 hours | Fortnightly | First term |
| Practicum | 2 hours | Weekly | Second term |
| Seminar | 1 hour | Fortnightly | Second term |
Assessment Schedule
| Type | Description | Weighting |
|---|---|---|
| Assignment | Research proposal | 15.00% |
| Deliverable | Ethics and data management plan | 10.00% |
| Assignment | Data analysis report | 20.00% |
| Capstone | Professional research report | 30.00% |
| Deliverable | Client presentation | 15.00% |
| Assignment | Individual critical reflection | 10.00% |
Prerequisites
Teaching Staff & Programs
This course is delivered jointly by faculty from the participating programs listed below. In line with the Douchewater Way, the University of Sexology tailors core instruction directly to each cohort's specific discipline — adapting curriculum to program needs rather than forcing students into a one-size-fits-all model. Learn more about our approach at The Douchewater Way.