MKTG06034 2016 Marketing Research and Customer Care

General Details

Full Title
Marketing Research and Customer Care
Transcript Title
Marketing Rsch and Cust Care
N/A %
Subject Area
MKTG - Marketing
BUS - Business
06 - NFQ Level 6
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Susan Leonard, Marie Keane
Programme Membership
SG_BBUSS_B07 201600 Bachelor of Business in Business L7 SG_BBUSI_C06 202100 Higher Certificate in Business in Business Studies L6 SG_BBUSS_B07 202100 Bachelor of Business in Business L7

This subject aims to provide students with the skills required to carry out Market research, they will learn how to plan the research, prepare a research proposal, execute the desk research and primary research and present a final report. The students will then present their findings to the group. It also aims to give the student an appreciation of the importance of building and maintaining effective customer care.

Learning Outcomes

On completion of this module the learner will/should be able to;


 The student will recognise the key role market research plays in enterprise formation and development in Ireland


 The student will be aware of the various sources of secondary information available to Irish business.


The student will be able to plan a market research study, carry out various methods of primary research, analyse research undertaken, write a report based on the research undertaken and make an oral presentation of their findings


The student will be able to recognise the importance of effective customer care and be familiar with customer care strategies and service quality initiatives.

Teaching and Learning Strategies

3 hours lectures per week plus 1 hour tutorial per week

Module Assessment Strategies

Continuous Assessment                                                                   40%

Marketing Research Project and Presentation 30%

Mid term Exam                                           10%

Final Exam                                                                                     60% 

Repeat Assessments

Project and Exam

Indicative Syllabus

Introduction to market research                                                                     

  • Examine the evolution, scope and use of Market research in Ireland
  • Appreciate the different types of market research studies, the characteristics of good research and potential sources of error in research
  • Examine the stages involved in defining the research problem, planning a market research project and preparing a research proposal

Secondary sources of information                                                                

  • Review the various sources of secondary information available to Irish business
  • Appreciate the strengths and weaknesses of secondary sources of information

Primary research methods                                                                          

  • Examine guidelines for designing questionnaires
  • Discuss the strengths and weaknesses of various methods of carrying out survey research including telephone personal, postal and on-line questionnaires
  • Consider strategies for reducing error in survey research
  • Outline the process of carrying out focus group research and the use of projective techniques
  • Examine the role of mystery shopping programs and omnibus surveys
  • Appreciate the situations where in-depth interviews, observation techniques, panels may be appropriate research methods and the strengths and weaknesses of each
  • Consider the role of both laboratory and field experiments in market research
  • On-line market research

Attitude Measurement                                                                                  

  • Investigate the various scales of measurement, and the concepts of validity and reliability 
  • Explore the use of attitude rating scales, attitude scaling techniques and multidimensional scaling in market research

Principles of Sampling                                                                                  

  • Outline the sampling procedure, probability and non-probability sampling techniques and how to decide on the size of your sample

Data preparation, analysis and presentation                                               

  • Examine the process of editing, coding and tabulating data
  • Outline various considerations in the preparation of a written research report and the contents of a marketing research report 
  • Investigate the use of aids in market research presentations and the use and misuse of statistics

Customer Care

  • Describe effective customer service and discuss why it is important)
  • Distinguish between internal and external customers
  • Recognise the importance of customer loyalty and repeat business
  • Discuss the content and use of customer charters
  • Explain Customer Relationship Management (CRM)
  • Discuss the stages involved in developing a customer service plan

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Written Market Research report and Project presentation Continuous Assessment UNKNOWN 30 % Week 8 3
2 Other Exam Mid term Exam Continuous Assessment UNKNOWN 10 % Week 7 1,2,3

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam 3 hour Exam Final Exam UNKNOWN 60 % End of Term 1,2,3,4

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 3 Weekly 3.00
Tutorial Flat Classroom Case studies 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2007-05 Marketing Research in Ireland Gill & Macmillan Ltd
ISBN 0717142000 ISBN-13 9780717142002
Recommended Reading
2012-02-17 Customer Service in Ireland Gill & Macmillan Ltd
ISBN 071715260X ISBN-13 9780717152605

Updated edition of this popular text introducing the fundamental principles and concepts of customer service and presenting them in an Irish context. * New to this edition: * DX Ireland customer service case study * The impact of technology on customer service * The value of nurturing customer trust and loyalty. * Role play guidelines and exercises prompt students to engage in and practise the principles of customer service. * Develops the skills to deliver good customer care, meet customer needs and effectively deal with customer complaints. * Leads to an understanding of the role of customer service in organisational effectiveness. * Presents Irish consumer legislation throughout and includes the rights of the individual where relevant. * Guides the student through the preparation and implementation of a customer care plan. * Includes sample FETAC Level 5 exam papers, general exam questions and exercises. WRITTEN FOR: Any course where FETAC Level 5 Customer Service or Level 6 Customer Care is a module.

Recommended Reading
2006 Marketing Research: Within a Changing Information Environment McGraw-Hill
ISBN 0070600007 ISBN-13 9780070600003
Recommended Reading
2016-03-28 Market Research in Practice: An Introduction to Gaining Greater Market Insight Kogan Page
ISBN 0749475854 ISBN-13 9780749475857

As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop brands, and optimize prices is even more important.  Introducing market research tools, approaches, and issues, this book provides a clear, step-by-step guide from the beginning steps of planning and executing a project through to analyzing and presenting the results.

This fully updated third edition has been revised to reflect the most recent trends in the industry.  Ten new chapters cover issues including: ethics in market research, qualitative research, quantitative research, as well as key concepts such as international research, how to design a questionnaire, how to choose a sample, and how to carry out interviews.  There are also tips, advice, and new international case studies from the authors own experiences, which ground the concepts in business reality.

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