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Module Specifications..

Current Academic Year 2023 - 2024

Please note that this information is subject to change.

Module Title Marketing Research and Customer Exp in Action
Module Code MG208
School DCUBS
Module Co-ordinatorSemester 1: Michele O'Sullivan
Semester 2: Michele O'Sullivan
Autumn: Michele O'Sullivan
Module TeachersYuhui Gao
Michele O'Sullivan
NFQ level 8 Credit Rating 5
Pre-requisite None
Co-requisite None
Compatibles None
Incompatibles None

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
Lecture24Course material
Group work18Preparation of course material
Directed learning18Preparation
Assignment Completion15preparation and research work
Directed learning24Weekly reading
Independent Study11Reading and research work
Independent Study15Reading
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

Assessment Breakdown
Continuous Assessment100% Examination Weight0%
Course Work Breakdown
TypeDescription% of totalAssessment Date
Assignmentn/a50%Sem 1 End
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

  • 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

Programme or List of Programmes
BSSAOStudy Abroad (DCU Business School)
EBBA in Global Business
EBCBA in Global Business (Canada)
EBFBA in Global Business (France)
EBGBA in Global Business (Germany)
EBSBA in Global Business (Spain)
EBTBA in Global Business (USA)
Date of Last Revision21-SEP-11

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