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Empirical Research Skills for Music, Management and Marketing - MUS00123M

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  • Department: Music
  • Module co-ordinator: Dr. Mimi O'Neill
  • Credit value: 20 credits
  • Credit level: M
  • Academic year of delivery: 2023-24

Module summary

Primary data collection is an essential skill for those looking for a career in music, marketing and management. Collecting and communicating consumer feedback in a robust and informed way will help in the evaluation of marketing strategies and evidencing of the efficacy of a marketing strategy. The focus of this module is on the use of market research findings in marketing management decision making involving needs assessment, market identification, channel selection, promotion and pricing. Attention is also given to defining information needs, determining the value of information for business decision-making and social/ethical issues in marketing research.

Module will run

Occurrence Teaching period
A Semester 2 2023-24

Module aims

In this module, students will be introduced to the process of conducting empirical research. This will include the stepwise process of developing research questions and testing hypotheses, and choosing research methods of data collection and analysis that answer these questions. Both qualitative and quantitative approaches will be discussed including questionnaire and survey design, interviews, focus groups, and other data collection methods. It is also essential that data collection occurs in an ethically responsible way; therefore, this will also be considered in this module.

Module learning outcomes

Upon completion of the module, the student will be able to:

  • Demonstrate an understanding of the role and value of marketing research.

  • Be able to select and utilise appropriate research methods.

  • Understand and be able to undertake the process of designing marketing research projects, sampling, descriptive analysis, and presenting data.

  • Understand and undertake the process of designing surveys, data collection instruments, and collecting data.

  • Undertake data collection, preparation, analysis, and reporting of results.

  • Be able to evaluate the use of specific methods in music psychology and marketing literature.


Task Length % of module mark
Essay : Research Report
N/A 100

Special assessment rules


Additional assessment information

Research report (100%): An individual write up of a group empirical marketing research project. To include literature review; methodological selection, execution, and reporting; data analysis and presentation; discussion and implications.


Task Length % of module mark
Essay : Research Report
N/A 100

Module feedback

Feedback provided to students within standard University timeframes.

Indicative reading

Burns, A. C., Bush, R. F., & Sinha, N. (2014). Marketing research (Vol. 7). Harlow: Pearson.

Belk, R. W. (Ed.). (2007). Handbook of qualitative research methods in marketing. Edward Elgar Publishing.

Williamon, A., Ginsborg, J., Perkins, R., & Waddell, G. (2021). Performing music research: Methods in music education, psychology, and performance science. Oxford University Press.

Wright, D.B., Smith, J.A., Breakwell, G.M. (Eds.). (2012). Research Methods in Psychology (4th ed.). SAGE.

The information on this page is indicative of the module that is currently on offer. The University is constantly exploring ways to enhance and improve its degree programmes and therefore reserves the right to make variations to the content and method of delivery of modules, and to discontinue modules, if such action is reasonably considered to be necessary by the University. Where appropriate, the University will notify and consult with affected students in advance about any changes that are required in line with the University's policy on the Approval of Modifications to Existing Taught Programmes of Study.