Registry
Module Specifications
Archived Version 2010 - 2011
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Module Aims | |||||||||||||||||||||||||||||||||
To provide students with a complete 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.
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Learning Outcomes | |||||||||||||||||||||||||||||||||
. An understanding of the role of Market Research in marketing, general business and social science settings.7 A solid grounding in the theory and process behind Market Research 7 A working knowledge of a statistical package to analyse data (SPSS). 7 Application through a full Market Research project conducted in groups.
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NOTE | |||||||||||||||||||||||||||||||||
Assume that a 5 credit module load represents approximately 75 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 | |||||||||||||||||||||||||||||||||
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Indicative Reading List | |||||||||||||||||||||||||||||||||
Yvonne McGivern, 2003. The Practice of Market and Social Research. An Introduction. Prentice Hall Financial Times, Harlow Essex. Bryman, A. (2001), Social Research Methods, Oxford University Press.Bryman, A., and Cramer, A. (1997), Quantitative Data Analysis with SPSS for Windows: A Guide for Social Scientists, Routledge.Chisnall, P.M. (1992), Marketing Research, McGraw Hill.Churchill, G.A. (1987), Marketing Research: Methodological Foundations 4/e, Dryden Press.Domegan, Christine and Declan Fleming, (1999), Marketing Research in Ireland: Theory and Practice, Gill and Macmillan, Dublin. Malhotra, N., (1999) Marketing Research: An Applied Orientation, 3rd Ed., Prentice-Hall.Alan T. Shao, 1999. Marketing Research: An Aid to Decision Making, International Thompson Publishing, Ohio. http://www.swcollege.com/marketing/shao/shao.htmlOrder of these has changed and some new additions | |||||||||||||||||||||||||||||||||
Programme or List of Programmes | |||||||||||||||||||||||||||||||||
EBF | BA in European Business (French) | ||||||||||||||||||||||||||||||||
EBG | BA in European Business (German) | ||||||||||||||||||||||||||||||||
EBS | BA in European Business (Spanish) | ||||||||||||||||||||||||||||||||
EBT | BA in European Business (Trans.Studies) | ||||||||||||||||||||||||||||||||
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