Registry

Module Specifications

Archived Version 2019 - 2020

Module Title
Module Code
School
Online Module Resources
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

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).

*Type*	*Hours*	*Description*
Workload	Full-time hours per semester
Lecture	24	Course material
Group work	14	Evaluation of research designs
Assignment Completion	50	Individual
Independent Study	20	reading and researching
Laboratory	17	SPSS training
Total Workload: 125

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

Contexts: Client-based market research
the process of designing research for clients; the market research industry; the changing role of the market researcher

Accessing and constructing good-quality data
accessing 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 technology

Data analysis
analysing both qualitative and quantitative data; SPSS

Applications
international marketing research; communicating the results

Assessment Breakdown
Continuous Assessment	%	Examination Weight	%

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

Kent, R.: 2007, Marketing Research: Approaches, Methods and Applications in Europe., Thomson Learning, London,
Roe, M.: 2004, Marketing Research in Action., Thomson Learning, London,

Other Resources

None

Programme or List of Programmes

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