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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Market & Consumer Research
Module Code MG5010
School DCUBS
Module Co-ordinatorSemester 1: Martha Fanning
Semester 2: Martha Fanning
Autumn: Martha Fanning
Module TeachersMartha Fanning
NFQ level 9 Credit Rating 7.5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

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.

Workload Full-time hours per semester
Type Hours Description
Workshop24Workshops with interactive exploration of prescribed reading, case studies and ongoing assignments reviews and lectures.
Group work50Group Project Work
Independent Study75Independent 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 Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Group assignmentGroup Assignment - Presentation and 2500 Words50%As required
AssignmentIndividual Assignment - 4000 Words50%As required
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

  • 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.,
Programme or List of Programmes
MSIIMSc in Management (Insights & Innovation

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