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Module Specifications

Archived Version 2010 - 2011

Module Title Applied Market Research
Module Code MG208
School DCUBS

Online Module Resources

Module Co-ordinatorDr Yuhui GaoOffice NumberQ327
Level 2 Credit Rating 5
Pre-requisite None
Co-requisite None
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.

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.

Indicative Time Allowances
Lectures 24
Tutorials 0
Laboratories 0
Seminars 0
Independent Learning Time 51

Total 75
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
Continuous Assessment100% Examination Weight0%
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
EBFBA in European Business (French)
EBGBA in European Business (German)
EBSBA in European Business (Spanish)
EBTBA in European Business (Trans.Studies)