Module: Market & Consumer Research

Latest Module Specifications

Current Academic Year 2025 - 2026

Module Title	Market & Consumer Research
Module Code	MAD1019 (ITS: MG5010)
Faculty	DCU Business School	School	DCU Business School
NFQ level	9	Credit Rating	7.5

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. 1E2612F0-3552-0001-C541-BDE0F9B012A6
2. Initiate and lead insight development initiatives and workshops
4. 7,6,8
5. 1
6. 1E2612F0-3AB2-0001-3FD6-1CB05800DF00
7. Understand the role of insights in innovation
9. 7,6
10. 2
11. 1E2612F0-41F9-0001-CCC6-16A0CB0714AE
12. Interpret or interrogate raw market research data in search of insights
14. 11,9
15. 3
16. 1E2612F0-4651-0001-A962-94F09FEB43B0
17. Champion the use of insights in their organisation and their innovation programme
19. 8,11,9
20. 4
21. 1E2612F0-5075-0001-21FF-14001480D520
22. Understand the sources of insights - and know how to test for actionable insights
24. 7,6,11,9
25. 5
26. 1E49AC18-0777-0001-8033-15AC1B168B30
27. Anticipate and manage any ethical issues in market research process.
29. 7,17,18,23
30. 6
31. 1E49AC18-19D2-0001-644D-DA8E1100F410
32. Be able to scale market research projects internationally and design protocols/questionnaires and programme accordingly.
34. 6,8,12,13,20
35. 7

*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

Section Breakdown
CRN	20676	Part of Term	Semester 2
Coursework	100%	Examination Weight	0%
Grade Scale	40PASS	Pass Both Elements	N
Resit Category	RC1	Best Mark	N
Module Co-ordinator	Peter Robbins	Module Teacher

Type	Description	% of total	Assessment Date
Assessment 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; RC1: A resit is available for both^* components of the module. RC2: No resit is available for a 100% coursework module. RC3: No resit is available for the coursework component where there is a coursework and summative examination element. ^* ‘Both’ is used in the context of the module having a coursework/summative examination split; where the module is 100% coursework, there will also be a resit of the assessment

Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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

Indicative Reading List

Books:

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

Articles:

Vrontis, D., & Christofi, M.: 2020, Contemporary Issues in Management and Marketing Research., Business Perspectives and Research,, 8(1), 2–3., 57343
2014: Qualitative Consumer & Marketing Research, Journal of Product & Brand Management, Vol. 23 No. 4/5, pp. 375-376,

Other Resources

Book Chapter: Qualitative Research in Marketing and Management:, 2019, Doing Interpretive Research Projects: Ethnography, digital ethnography: Autoethnography: practice theory - with Chris Hackley,
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.,