Current Academic Year 2024 - 2025
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Date posted: September 2024
| Module Title |
Marketing Research & Customer Experience in Action |
| Module Code |
MG208 (ITS) / MAD1004 (Banner) |
|
Faculty |
DCU Business School |
School |
DCU Business School |
| Module Co-ordinator | Joanne Lynch | | | Module Teachers | Michele O'Sullivan, Yuhui Gao | |
|
NFQ level |
8 |
Credit Rating |
5 |
|
Pre-requisite |
Not Available |
|
Co-requisite |
Not Available |
| Compatibles |
Not Available |
| Incompatibles |
Not Available |
|
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
|
| Workload |
Full-time hours per semester |
| Type |
Hours |
Description |
| 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% |
| Course Work Breakdown |
| Type | Description | % of total | Assessment Date |
|---|
| Assignment | n/a | 50% | Sem 1 End |
| Reassessment Requirement Type |
Resit arrangements are explained by the following categories:
Resit category 1: A resit is available for both* components of the module.
Resit category 2: No resit is available for a 100% continuous assessment module.
Resit category 3: No resit is available for the continuous assessment component where there is a continuous assessment and examination element. |
| * ‘Both’ is used in the context of the module having a Continuous Assessment/Examination split; where the module is 100% continuous assessment, there will also be a resit of the assessment |
| 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 |
|
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