Course : Marketing Research

Course Code : BMKT 22273

Credit Value : 3

Status : Compulsory

Level : Level 2

Semester   : Semester II

Overall Learning Outcomes : At the end of the session students should be able to;

  1. develop a structural thinking ability to translate management problems into research problems
  2. inspect basic concepts and methods of marketing research
  3. improve critical thinking ability to assess the quality of marketing  information  and sensitivity to the biases and/or the limitations of data related to marketing
  4. discuss the quantitative and qualitative research approaches and illustrate most appropriate research methods in different contexts
  5. apply research findings for a better decision making in marketing environment
  6. prepare a research project plan following the scientific format
  7. recognize the importance of marketing research information to improve the effectiveness in decision making

Course Content                     :

Topic No


Learning Outcomes



Learning Method

Method of Assessment


Introduction to marketing research

At the end of the session students should be able to;

  1. demonstrate the understanding of the role of information in marketing decision making
  2. outline the sequential nature of marketing research and the importance of problem identification
  3. identify relevant decision problems faced by organizations
  4. illustrate the structural thinking ability to identify the information requirements (research questions) to address the decision issues
  5. outline the specific information required from broad research questions
  6. convince the importance of correctly defining the research problem in marketing research environment


Case study

End Semester Examination



Research Design

At the end of the session students should be able to;

  1. appraise the importance of research design as a blueprint for marketing research project
  2. illustrate the difference of three major research designs: exploratory research, descriptive research, and  causal research
  3. determine which research design should be used for the research questions in hand
  4. participate in a focus group study in order to extract exploratory information for the research issues
  5. identify the concept of causality and the concept of controlled experiment
  6. recognize the internal validity of an experiment in terms of control and randomization
  7. recognize the external validity of an experiment
  8. apply the concept of causality to the issue of test marketing for new products


Case study

End Semester Examination

Group assignment


Data Collection Design

At the end of the session students should be able to;

  1. analyze the nature of primary/secondary data
  2. discuss the quality of various types of          secondary data including scanner data  and  utilize them effectively
  3. recognize the concept of measurement and measurement scale
  4. analyze the validity of measurement scales  (including expert validity, criterion validity, construct validity, etc...)
  5. appraise the reliability of measurement scales
  6. apply the measurement tools to measure attitude by utilizing various measurement scales (including semantic differential scale, likert scale, etc.)
  7. design questionnaire to collect information


Case study Brainstorming sessions

End Semester Examination Group assignment


Sampling Design

At the end of the session students should be able to;

  1. recognize the nature of sampling study vs. population study
  2. identify an appropriate sampling frame for a research project
  3. illustrate the various sampling method (probability sampling and non‐probability sampling)
  4. compute the required sample size and understand the logic behind sample size determination
  5. identify the source of possible error and/or bias in a research project
  6. evaluate the concept of sampling error and non‐sampling error
  7. discuss the sensitivity to bias and identify the possible sources of the systematic errors in a research project or in a marketing data set


Case study

Buzz groups

End Semester Examination

Classroom assignment


Data Analysis and Report Preparation

At the end of the session students should be able to;

  1. identify different techniques available for marketing researchers to analyze the data
  2. discuss data coding methods and generate database for quantitative analysis from questionnaire
  3. compute univariate analysis such as simple tabulation and descriptive statistics to describe variables
  4. prepare report based on the outputs generated by the analysis
  5. discuss the way of suggesting recommendations to marketing decision makers based on research findings
  6. prepare a mini research report for a given situation


Case study

End Semester Examination Mini research project


Ethical Consideration in Marketing Research

At the end of the session students should be able to;

  1. recognize the ethical principles and codes of conduct that must be observed when any research project is conducted
  2. practice the ethical principles and code of conduct in a research project


Case study

End Semester Examination

Recommended Reading        :

  1. Bradley N. (2010),“Marketing Research: Tools & Techniques”, 3rd edition, Oxford University Press.
  2. Malhotra, N. K. (2009), “Marketing Research: An Applied Orientation”, 6th edition, Prentice Hall Publishers.
  3. Aaker, D.A., Kumar V., Leone R. and Day G.S. (2013), “Marketing Research”, 11th edition, John Wiley & Sons Limited.
  4. McDaniel C. and Gates R. (2011), “Marketing Research”, 9th edition, Wiley Publishers.
  5. Burns A.C. and Bush R. F.  (2009), “Marketing Research”, 6thedition, Prentice Hall.
  6. Hair J., Wolfinbarger M., Bush R. and Ortinau D. (2012), “Essentials of Marketing Research” 3rd edition, McGraw-Hill/Irwin.


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