Marketing Information and Research - Module Overview 
The marketing information and research module forms part of the Professional Certificate in Marketing along with the Marketing Essentials Module, Assessing the Marketing Environment Module and the Stakeholder Marketing Module.
The marketing information and research module focuses on the importance of marketing information in gaining a more in-depth understanding of both the market in which the organisation operates and the customers it seeks to serve. The marketing information and research module also aims to provide an understanding of how marketing information supports marketing decisions within the organisation and how information contributes to the overall marketing process. Students studying the marketing information and research module will explore different research methodologies and the module encourages consideration of complementary approaches to collecting a range of market and customer information.
As a student studying the marketing information and research module you will consider the role of databases in information management, the nature and scope of the research industry, and of various research methodologies linked to the collection of primary and secondary data.
Learning outcomes for the Marketing Information and Research Module:
- You will be able to identify appropriate information and marketing research requirements for marketing decision making
- You will be able to evaluate the importance of customer databases and their contribution to providing detailed market information to support marketing decisions
- You will also review the processes involved in establishing an effective database
- You will be able to explain the nature and scope of the research industry and discuss the importance of working in line with the industry's code of conduct
- You will be able to explain the process for selecting a marketing research supplier, in domestic and international markets and will develop and understanding of the criteria to support that selection
- You will be able to explain the process for collecting marketing and customer information, utilising appropriate primary and secondary sources
- You will also appraise the appropriateness of different qualitative and quantitative research methodologies to meet different research situations
The Marketing Information and Research Module is broken down into five sections
Section one focuses on the importance of marketing information and students will discuss the need for information in marketing management and its role in the overall marketing process. Students will also evaluate the impact of information technology on the marketing function and discuss the challenges facing organisations in collecting valid, reliable and measurable information to support the decision making process. Students will be able to explain the concept of a marketing decision support system and its role in supporting marketing decisions. This section will also review the key elements and formats when reporting or presenting marketing information to decision makers.
The second section will focus on the role of databases in information management and will students will be able to demonstrate an understanding of the role, application and benefits of customer databases in relation to customer relationship management. Students will also be able to identify and explain the different stages in the process of setting up a database. This section will explain the principles of data warehousing, data marts and data mining.
Students will look at the relationship between database marketing and marketing research and explain the legal aspects of data collection and usage, including the Data Protection Legislation.
The third section looks at the nature of marketing research and discusses the nature and structure of the market research industry and explains the stages of the market research process. Students will evaluate a range of procedures and criteria used for selecting a market research supplier in domestic and international markets. Students studying this section of the marketing information and research module will be able to explain how best to liaise with the research agency on a day to day basis to leverage best levels of service, support and implementation and high quality information to support the business case development. You will also be able to explain the stages involved in order to develop a full research proposal to fulfil the brief which support the information needs of different marketing projects. Finally students will evaluate the ethical and social responsibilities inherent in the market research task.
The fourth section explores research methodologies and will evaluate the uses, benefits and limitations of secondary data, evaluate the various procedures used for observing behaviour and will identify and evaluate the various techniques for collecting qualitative data. Students will also identify and evaluate the various techniques for collecting quantitative data. This section will identify and evaluate the various techniques for undertaking experimentation.
The fifth and final section will focus on research tools and students will be required to design a basic questionnaire and discussion guide to meet a project's research objectives. Students will also explain and evaluate different basic sampling approaches designed to maximize the benefit of market research activities.