Registry
Module Specifications
Archived Version 2018 - 2019
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Description Description: The main objective of this practical course is to help students develop an in-depth knowledge and hands-on skills of marketing research approaches, methods and applications from both the client-based and academic perspectives. | |||||||||||||||||||||||||||||||||||||
Learning Outcomes 1. Appraise the role of marketing research in organisations. 2. Understand the key features of client-based market research. 3. Develop skills in constructing, analysing and interpreting both qualitative and quantitative data. 4. Identify, evaluate, and apply different research approaches and appreciate different ways in which data, research methods and research paradigms may be mixed. 5. Develop awareness of ethical issues. 6. Further advance transferrable skills (e.g., time management, communication, report writing, teamwork). | |||||||||||||||||||||||||||||||||||||
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 Contexts: Client-based market researchthe process of designing research for clients; the market research industry; the changing role of the market researcherAccessing and constructing good-quality dataaccessing secondary data; in-depth interviews; focus groups; observation and other alternative qualitative research; survey research; sample design and selection; mixed research designs; the impact of information technologyData analysisanalysing both qualitative and quantitative data; SPSSApplicationsinternational marketing research; communicating the results | |||||||||||||||||||||||||||||||||||||
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Indicative Reading List
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Other Resources None | |||||||||||||||||||||||||||||||||||||
Programme or List of Programmes | |||||||||||||||||||||||||||||||||||||
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