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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Market Intelligence
Module Code MG115
School DCUBS
Module Co-ordinatorSemester 1: Yuhui Gao
Semester 2: Yuhui Gao
Autumn: Yuhui Gao
Module TeachersYuhui Gao
Michele O'Sullivan
NFQ level 8 Credit Rating 10
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Coursework Only

The objective of this module is to provide students with in-depth knowledge and practical skills of designing and implementing marketing research projects. Throughout the course, students will learn how market intelligence, through the use of marketing research, can assist management in identifying and solving marketing problems. The role of collecting, analysing and interpreting data about markets and customers in the managerial decision-making process will be examined. Students will be introduced to each stage of the marketing research process from initial problem definition, and through to the presentation of the final results. Both qualitative and quantitative research techniques will be covered in this module. Lectures are interactive which involve seminars, various online activities, community visits; students showcases, presentations, guest speakers and workshops.

Learning Outcomes

1. Explain the role of market intelligence in supporting and developing managerial decisions.
2. Search and critically evaluate market data including social media and other forms of digital data.
3. Evaluate different methodologies and techniques employed to collect both qualitative and quantitative data.
4. Develop skills in interpreting and analysing both qualitative and quantitative data.
5. Develop skills in writing reports such as citing and referencing.
6. Apply data management principles and develop awareness of research ethics.
7. Develop presentation and communication skills.

Workload Full-time hours per semester
Type Hours Description
Lecture42Lecture attendance and engagement
Directed learning80Reading and research related to the project
Class Presentation10Group presentations
Online activity10Various online activities
Group work30Preparation of group projects
Independent Study78General reading, research and essay preparation
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction to market intelligence and the role of marketing research
The role of market intelligence in managerial decisions, key features of market research, market research industry.

The research process, secondary data and ethics in marketing research
The process of designing the research, the nature and types of data, accessing and evaluating secondary including digital data, data management and research ethics

Qualitative research procedures
Indirect and direct approaches: projective techniques, in-depth interviews, focus groups, personal observation and ethnography

Qualitative data analysis
Frameworks and classification techniques, presenting findings

Research design in quantitative studies
Measurement and scaling, questionnaire design, sampling design and procedures, data preparation

Analysing quantitative data
Descriptive statistics, hypothesis testing, univariate and multi-variate data analysis using statistical package SPSS

Communicating the results
Making effective presentations; the importance and content of research reports

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Exhibition EvaluationGroup showcase of product/service ideas10%As required
AssignmentIndividual case analysis20%Sem 1 End
Completion of online activityLoop discussion forums and simulation20%Once per semester
Group presentationGroup report presentation20%Sem 2 End
EssayIndividual essay30%Sem 2 End
Reassessment Requirement Type
Resit arrangements are explained by the following categories;
1 = A resit is available for all components of the module
2 = No resit is available for 100% continuous assessment module
3 = No resit is available for the continuous assessment component
This module is category 1
Indicative Reading List

  • Alan Wilson: 2018, Marketing Research: Delivering Customer Insight, 4th, Red Globe Press, 9781352001112
  • Yvonne McGivern: 2013, The Practice of Market Research, 4th, Pearson, 0273773119
  • Paul Hague: 2022, Market Research in Practice: An Introduction to Gaining Greater Market Insight, 4th, Kogan Page Publishers, London, 9781398602823
  • Julie Pallant: 2020, SPSS Survival Manual, McGraw-Hill Education, London, 9780335242399
Other Resources

58669, Details are available on Loop, 0, as directed in class,
Programme or List of Programmes
MINTBSc Marketing, Innovation & Technology
Date of Last Revision21-SEP-11

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