Latest Module Specifications
Current Academic Year 2025 - 2026
| ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
Description To provide students with an understanding of the methods and techniques involved in market research, with a focus on how it is applied in Customer Experience (CX) management. Students will become familiar with all stages of the market research process from initial problem definition through to presentation of final results. Students will complete individual activities relating to CX market research and complete a reflective eportfolio on how they have applied market research theory in a CX context. Students will collaborate in a group research project, and apply market research theory in practice by conducting research that is of practical relevance to the world of business, management and marketing. Students will also become familiar with data protection and ethical responsibilities when conducting market research. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
Learning Outcomes 1. Identify, and reflect on, key concepts in market research theory, including key tools and techniques relevant to the different stages and steps in the market research process, in a CX context. 2. Collaborate in a group to design, conduct, and manage a market research project, aimed at providing information to aid decision-making in a marketing and CX management context. 3. Design and formulate a market research proposal /plan to address an organisation's CX related information requirements (to include appropriate market research objectives, questions and hypotheses, research design, overview of proposed areas for secondary research and primary data collection, and other relevant research methods - e.g. sampling, analysis, ethics & consents, recording & management of data). 4. Apply DCU research ethics in the conduct of a market research project focused on Customer Experience. 5. Design and conduct both qualitative and quantitative methods of data collection relevant to addressing the identified research objectives. 6. Describe and analyse the data collected and discuss key findings relevant to the research objectives. 7. Produce a market research report indicating (i) how the research project addressed the CX management / marketing issue, (ii) how the research was conducted and analysed, and (iii) key findings and recommendations relevant to the identified market research problem and the research objectives & sub-objectives 8. Produce an eportfolio reflective journal identifying and evaluating (i) how the module learning outcomes were achieved and (ii) the key transversal and transferrable skills, of practical relevance to work, management, and market research, that were developed during the module. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
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
Introduction to Market Research Importance of MR to managers; Definitions, pitfalls, some common classifications for different aspects of market research Overview of Customer Experience Management and the role market research plays in this. Overview of CX, customer centricity, the CX framework, and the key CX Drivers; customer journey stages and touchpoints; types of market research that is relevant to CX management; gaining an understanding of how customers interact with a brand, product and or/service; benchmarking and competitor analysis Introduction to market research process Overview of 3 stages and 6 steps in the market research process; problem definition process and problem audit Research design Different types of commonly used market research designs; different elements in a research design, and commonly used methodologies, methods, tools and techniques. Overview of secondary research Critical first stage of research; different types and sources of secondary research; assessing quality and suitability Qualitative and Quantitative Research compared Different types of qualitative and quantitative market research; Key differences between qualitative and quantitative methods of data collection. Qualitative data collection methods In-depth and focus group interviews; observations: off-line and digital customer journey mapping and analysis, competitor analysis and benchmarking Quantitative data collection Surveys and questionnaires; observations: journey mapping, persona development, benchmarking and competitor analysis Sampling for data collection Different types of probability and non-probability sampling; what is appropriate for exploratory/qualitative data collection methods, and what is appropriate for conclusive/quantitative data collection methods; generalisability, representativeness, reliability and validity. Analysis in market research Different stages of analysis; planning analysis in primary research: inductive and deductive analysis; analytic deduction; transcripts, observations, types of qualitative analysis; quantitative data analysis: measurements and scaling, statistics; CX metrics and measures; gathering CX insights for personas, journey and empathy mapping; communicating and presenting analysis in research report. Communicating and reporting market research findings; Main contents of a market research report; presentation of customer focused insights, customer personas, journey and empathy maps. | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
Indicative Reading List Books:
Articles: None | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
|
Other Resources None | ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||