Module: Marketing Research and Customer Exp in Action

Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title	Marketing Research and Customer Exp in Action
Module Code	MG208
School	DCUBS
Module Co-ordinator	Semester 1: Michele O'Sullivan Semester 2: Michele O'Sullivan Autumn: Michele O'Sullivan
Module Teachers	Yuhui Gao Michele O'Sullivan
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

None
Array

Description

To provide students with an understanding of the methods and techniques involved in Market Research. Students will become familiar with all stages of the Market Research process from initial problem definition through to presentation of final results.

Learning Outcomes

1. Discuss the role of market research within a business context
2. Identify and describe different research approaches
3. Develop a research plan
4. Describe various qualitative research methods
5. Design and administer a questionnaire
6. analyse quantitative data
7. Construct a research report and present research findings
8. conduct a qualitative interview

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Course material
Group work	18	Preparation of course material
Directed learning	18	Preparation
Assignment Completion	15	preparation and research work
Directed learning	24	Weekly reading
Independent Study	11	Reading and research work
Independent Study	15	Reading
Total Workload: 125

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

None

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Assignment	n/a	50%	Sem 1 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

Yvonne McGivern: 2006, The Practice of Market and Social Research: An Introduction,
Bryman, A. & Bell, E: 2007, Business Research Methods,
Malhotra, Naresh K and Mark Peterson: 2006, Basic Marketing Research: A Decision-Making Approach.,
Saunders, M., Lewis, P. and Thornhill, A: 2009, Research Methods for Business Students,,

Other Resources

None

Programme or List of Programmes

BSSAO	Study Abroad (DCU Business School)
EB	BA in Global Business
EBC	BA in Global Business (Canada)
EBF	BA in Global Business (France)
EBG	BA in Global Business (Germany)
EBS	BA in Global Business (Spain)
EBT	BA in Global Business (USA)

Date of Last Revision

21-SEP-11

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