Registry
Module Specifications
Archived Version 2016 - 2017
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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. | |||||||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Understand the role of marketing research and the marketing research process. 2. Understand the different research approaches and to be able to develop a research plan. 3. Evaluate the methodology and the measures employed to collect both qualitative and quantitative data. 4. Develop skills in interpreting and analysing both qualitative and quantitative data. 5. Search and critically evaluate market data. 6. Develop skills in writing reports such as citing and referencing. 7. Develop presentation and communication 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 3582, SPSS software, 0, 3583, Various secondary data sources (incl. databases), 0, | |||||||||||||||||||||||||||||||||||||||||
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