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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Practical Market Research
Module Code MG338
School DCUBS
Module Co-ordinatorSemester 1: Marija Grishin
Semester 2: Marija Grishin
Autumn: Marija Grishin
Module TeachersYuhui Gao
Anita Wade
Michele O'Sullivan
Marija Grishin
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None
Coursework Only

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.

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).

Workload Full-time hours per semester
Type Hours Description
Lecture24Course material
Group work15Evaluation of research designs
Assignment Completion50Individual
Independent Study25reading and researching
Online activity11SPSS Practice
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

Contexts: Client-based market research
the process of designing research for clients; the market research industry; the changing role of the market researcher

Accessing and constructing good-quality data
accessing 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 technology

Data analysis
analysing both qualitative and quantitative data; SPSS

international marketing research; communicating the results

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group assignmentGroup research proposal30%Week 5
EssayIndividual written research report70%Week 12
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

  • Alvin C. Burns,Ronald F. Bush: 2020, Marketing Research, Global Edition, 9, 129231804X
  • Matthew Harrison,Julia Cupman,Paul Hague,Oliver Truman: 2016, Market Research in Practice, Kogan Page, 0749475854
  • Yvonne McGivern: 2013, The Practice of Market Research, 4, Pearson, 0273773119
Other Resources

Programme or List of Programmes
BSBachelor of Business Studies
BSEBachelor of Business Studies (Exchange)
BSIBusiness Studies ( with INTRA )

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