Module Specifications..
Current Academic Year 2023 - 2024
Please note that this information is subject to change.
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Coursework Only |
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Description Throughout this course on Practical Marketing Research, students will learn how marketing information can be provided to assist organisations in diagnosing, deciding and delivering marketing strategies and tactics. The main objective of this practical course is to help students develop an in-depth knowledge and hands-on skills of marketing research approaches, methods and applications from both the client-based and academic perspectives. This course provides you with a sound understanding of the major stages and techniques used in the marketing research process. This includes defining the research requirement (problem definition), developing research questions, formulating a research design, the collection and interpretation of data, and the presentation of final results. Undertaking market research using both qualitative and quantitative research methodologies will be addressed. | |||||||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. Appraise the role of marketing research in organisations. 2. Understand the key features of client-based market research. 3. Develop skills in constructing, analysing and interpreting both qualitative and quantitative data. 4. Identify, evaluate, and apply different research approaches and appreciate different ways in which data, research methods and research paradigms may be mixed. 5. Develop awareness of ethical issues. 6. Further advance transferrable skills (e.g., time management, communication, report writing, teamwork). | |||||||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and Learning Activities
Contexts: Client-based market researchthe process of designing research for clients; the market research industry; the changing role of the market researcherAccessing and constructing good-quality dataaccessing secondary data; in-depth interviews; focus groups; observation and other alternative qualitative research; survey research; sample design and selection; mixed research designs; the impact of information technologyData analysisanalysing both qualitative and quantitative data; SPSSApplicationsinternational marketing research; communicating the results | |||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||||||
Programme or List of Programmes
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