Latest Module Specifications
Current Academic Year 2025 - 2026
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Description The objective of this module is to provide students with in-depth knowledge and practical skills of designing and implementing marketing research projects. Throughout the course, students will learn how market intelligence, through the use of marketing research, can assist management in identifying and solving marketing problems. The role of collecting, analysing and interpreting data about markets and customers in the managerial decision-making process will be examined. Students will be introduced to each stage of the marketing research process from initial problem definition, and through to the presentation of the final results. Both qualitative and quantitative research techniques will be covered in this module. Lectures are interactive which involve seminars, various online activities, community visits; students showcases, presentations, guest speakers and workshops. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. Explain the role of market intelligence in supporting and developing managerial decisions. 2. Search and critically evaluate market data including social media and other forms of digital data. 3. Evaluate different methodologies and techniques employed to collect both qualitative and quantitative data. 4. Develop skills in interpreting and analysing both qualitative and quantitative data. 5. Develop skills in writing reports such as citing and referencing. 6. Apply data management principles and develop awareness of research ethics. 7. Develop presentation and communication skills. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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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
Introduction to market intelligence and the role of marketing research The role of market intelligence in managerial decisions, key features of market research, market research industry. The research process, secondary data and ethics in marketing research The process of designing the research, the nature and types of data, accessing and evaluating secondary including digital data, data management and research ethics Qualitative research procedures Indirect and direct approaches: projective techniques, in-depth interviews, focus groups, personal observation and ethnography Qualitative data analysis Frameworks and classification techniques, presenting findings Research design in quantitative studies Measurement and scaling, questionnaire design, sampling design and procedures, data preparation Analysing quantitative data Descriptive statistics, hypothesis testing, univariate and multi-variate data analysis using statistical package SPSS Communicating the results Making effective presentations; the importance and content of research reports | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List Books:
Articles:
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Other Resources
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