Registry

Module Specifications

Archived Version 2010 - 2011

Module Title	Market Feasibility Research
Module Code	MG115
School	DCUBS
Online Module Resources
Module Co-ordinator	Dr Yuhui Gao	Office Number	Q327
Level	1	Credit Rating	10
Pre-requisite	None
Co-requisite	None

Module Aims

This module aims to provide students with a sound understanding of both qualitative and quantitative research methodologies. The module looks at each stage of the market research process from initial problem definition, through to the presentation of the final results. Demonstrations of using computer software SPSS for data analysis are also provided.

Learning Outcomes

On successful completion of this module, students will be able to:

Understand the role of marketing research and the marketing research process.
Assess both qualitative and quantitative research techniques.
Critically evaluate the methodology and the measures employed to collect the data.
Develop skills related to the analysis of marketing data, in particular the use of SPSS.
Develop skills in report preparation and presentation.

Indicative Time Allowances
	Hours
Lectures	44
Tutorials
Laboratories	4
Seminars
Independent Learning Time	102

Total	150
Placements
Assignments

NOTE

Assume that a 10 credit module load represents approximately 150 hours' work, which includes all teaching, in-course assignments, laboratory work or other specialised training and an estimated private learning time associated with the module.

Indicative Syllabus

Assessment
Continuous Assessment	40%	Examination Weight	60%

Indicative Reading List

Malhotra, Naresh K and Mark Peterson, (2006), Basic Marketing Research: A Decision-Making Approach. New Jersey: Prentice Hall

McGivern, Yvonne (2006), The Practice of Market and Social Research: An Introduction. London: Financial Times Prentice Hall.

Jarboe, Glen R (1999), Marketing Research project Manual (4th ed.). London: South-Western Publish Co.

Bryman, Alan and Duncan Cramer (2004), Quantitative Data Analysis with SPSS Release 12 and 13 for Windows: A Guide for Social Scientists East Sussex: Routledge.

Antonius, Rachad (2003), Interpreting Quantitative Data with SPSS. London: Sage Publications Inc.

Kinnear and Gray (2006), SPSS 14 Made Simple

Programme or List of Programmes

BSSA

Study Abroad (DCU Business School)

BSSAO

Study Abroad (DCU Business School)

ECSA

Study Abroad (Engineering & Computing)

ECSAO

Study Abroad (Engineering & Computing)

HMSA