Module: Market & Consumer Research

Module Specifications.

Current Academic Year 2024 - 2025

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Date posted: September 2024

Module Title	Market & Consumer Research
Module Code	MG5010 (ITS) / MAD1019 (Banner)
Faculty	DCU Business School	School	DCU Business School
Module Co-ordinator	Peter Robbins
Module Teachers	-
NFQ level	9	Credit Rating	7.5
Pre-requisite	Not Available
Co-requisite	Not Available
Compatibles	Not Available
Incompatibles	Not Available

None

Description

Having successfully completed this module, the student should be able to: ·Understand the role and purpose of marketing research ·Be able to design an appropriate research strategy ·Have a strong grasp of the different types and approaches to market research and the relative merits of each one · Manage the implementation of a research programme: be able to set appropriate research budgets and manage key relationships with agencies. · Be confident at being able to distil insights from data ·Be able to write up a research report in a way that finesses the key insights and bridges them into recommendations for action.

Learning Outcomes

1. Initiate and lead insight development initiatives and workshops
2. Understand the role of insights in innovation
3. Interpret or interrogate raw market research data in search of insights
4. Champion the use of insights in their organisation and their innovation programme
5. Understand the sources of insights - and know how to test for actionable insights
6. Anticipate and manage any ethical issues in market research process.
7. Be able to scale market research projects internationally and design protocols/questionnaires and programme accordingly.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Workshop	24	Workshops with interactive exploration of prescribed reading, case studies and ongoing assignments reviews and lectures.
Group work	50	Group Project Work
Independent Study	75	Independent Study
Total Workload: 149

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

The nature and purpose of Market Research

Designing a Research Project – the principles and practice: online and offline

Planning and designing a research project: Primary & Secondary Sources

Making the most of secondary sources

Sampling Theory

Carrying out Fieldwork

Qualitative Research – Observation and interviews

Quantitative Research – data analytics

Bridging from Data to Insights: using contemporary tools - BrainJuicer

Big Data and Netnography

Analysis and Report Writing

Ethnographic Research & Participant Observation

Analysis and Report Writing

Assessment Breakdown
Continuous Assessment	100%	Examination Weight	0%

Type	Description	% of total	Assessment Date
Course Work Breakdown
Group assignment	Group Assignment - Presentation and 2500 Words	50%	As required
Assignment	Individual Assignment - 4000 Words	50%	As required

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

Nunan, Birks and Malhotra: 0, Marketing Research: Applied Insight, 6th, Pearson,

Other Resources

58689, Book Chapter, Qualitative Research in Marketing and Management:, 2019, Doing Interpretive Research Projects: Ethnography, digital ethnography: Autoethnography: practice theory - with Chris Hackley, 58690, Book Chapter, SIDERI, ELENI, 2020, SIDERI, ELENI. Imagination and Ethnography.. Teaching Anthropology, [S.l.], v. 9, n. 1, p. 50-58, feb. 2020. ISSN 2053-9843.,