Registry
Module Specifications
Archived Version 2010 - 2011
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Description 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. | |||||||||||||||||||||||||||||||||||||||||
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Learning Outcomes 1. Demonstrate a sound grasp of the theoretical principles affecting marketing research 2. Demonstrate a capacity for original thought, logical argument and the ability to discuss objectively and rigorously 3. Perform primary research to explore further specific aspects of a marketing problem. 4. Apply the appropriate qualitative and/or quantitative methodologies to a primary research project 5. Analyse primary data and draw conclusions based on that data. 6. Develop client-based report written skills 7. Develop presentation skills | |||||||||||||||||||||||||||||||||||||||||
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 |
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Indicative Content and
Learning Activities Introduction to marketing researchproblem definition, research processes, research ethicsThe research process and qualitative research proceduresindirect and direct approaches: projective techniques, in-depth interviews, focus groups, personal observation and ethnographyQualitative data analysis and report writingframeworks and classification techniques, presenting findingsResearch design in quantitative studiesuse of secondary data, surveysSurveysmeasurement and scaling, questionnaire design, sampling design and procedures, data preparationAnalysing quantitative datadescriptive statistics, hypothesis testing, cross-tabulations, multi-variate analysis using statistical package SPSS | |||||||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources 418, SPSS software, 0, 419, Various secondary data sources (incl. databases), 0, | |||||||||||||||||||||||||||||||||||||||||
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