Registry

Module Specifications

Archived Version 2017 - 2018

Module Title	Market Feasibility Research
Module Code	MG115
School	DCUBS
Online Module Resources
Module Co-ordinator	Dr Yuhui Gao	Office Number	Q327
NFQ level	8	Credit Rating	10
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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.

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	40	lecture
Lecture	8	In-class presenations
Directed learning	80	Reading and research related to lectures
Laboratory	8	SPSS tutorials
Group work	30	Preparation of group project and presentations
Independent Study	84	General reading, research and exam preparation
Total Workload: 250

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

Indicative Content and Learning Activities

Introduction to marketing research
problem definition, research processes, research ethics

The research process and qualitative research procedures
indirect and direct approaches: projective techniques, in-depth interviews, focus groups, personal observation and ethnography

Qualitative data analysis and report writing
frameworks and classification techniques, presenting findings

Research design in quantitative studies
use of secondary data, surveys

Surveys
measurement and scaling, questionnaire design, sampling design and procedures, data preparation

Analysing quantitative data
descriptive statistics, hypothesis testing, cross-tabulations, multi-variate analysis using statistical package SPSS

Assessment Breakdown
Continuous Assessment	50%	Examination Weight	50%

Type	Description	% of total	Assessment Date
Course Work Breakdown

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
Unavailable

Indicative Reading List

McGovern, Yvonne: 2009, The Practice of Market and Social Research: An Introduction, 3rd, Financial Times, Prentice Hall, London,
Naresh K. Malhotra,: 0, Basic Marketing Research, 9780136037903

Other Resources

3582, SPSS software, 0, 3583, Various secondary data sources (incl. databases), 0,

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	Study Abroad (Humanities & Soc Science)
HMSAO	Study Abroad (Humanities & Soc Science)
MINT	BSc Marketing, Innovation & Technology
SHSA	Study Abroad (Science & Health)
SHSAO	Study Abroad (Science & Health)

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