MKTG06075 2016 Market Research

General Details

Full Title
Market Research
Transcript Title
Market Research
N/A %
Subject Area
MKTG - Marketing
BUS - Business
06 - NFQ Level 6
10 - 10 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Marie Moran

This module introduces the student to the principles and practice of market research and the application of market research findings in a variety of contexts, including customer relationship management, enterprise development and business planning.

Learning Outcomes

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


Explain the role of market research in a number of contexts, including decision-making, enterprise formation and business development.


To identify and use sources of secondary information.


To evaluate different forms of market research and to devise market research instruments for the purposes of data collection.


Plan a market research study, analyse and interpret research findings and present results in an appropriate format. 

Teaching and Learning Strategies

This module will be delivered using lectures, with the provision of supportimg material to guide independent learning.

Module Assessment Strategies

Assessment strategy will consist of a final examination and project, which will allow students to apply theory to practice.

Repeat Assessments

Repeat examination and/or CA depending on results.

Indicative Syllabus

Introduction to the Market Research process.

Defining and developing research questions and objectives 

Investigation of secondary sources of information


Market Research Methodologies 

Data Collection and Analysis 

Presentation of Market Research findings

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 Project Project 40 % Any 2,3,4

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam Closed Book Exam 60 % End of Semester 1,2,3,4

Part Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Not Specified Lecture 2 Weekly 2.00
Independent Learning Not Specified Independent Learning 5 Weekly 5.00
Total Part Time Average Weekly Learner Contact Time 2.00 Hours

Required & Recommended Book List

Recommended Reading
2008-05-06 Marketing Research: A Practical Approach SAGE Publications Ltd
ISBN 1412947979 ISBN-13 9781412947978

Essential to any student of the discipline, this innovative new book offers a uniquely comprehensive and applied approach to both understanding and designing market research. Sensitively balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is a vastly accessible, useful, and insightful text. Providing several real life case studies - from the large corporation, through to the small business or the nonprofit organization - Marketing Research is packed with useful learning features such as key terms, definitions, and discussion topics. Offering comprehensive support from a companion website, this book is an indispensable guide to the varied domains of market research.

Recommended Reading
2007-05 Marketing Research in Ireland Gill & Macmillan Ltd
ISBN 0717142000 ISBN-13 9780717142002

Module Resources