MKTG06088 2021 Marketing Research

General Details

Full Title
Marketing Research
Transcript Title
Marketing Research
N/A %
Subject Area
MKTG - Marketing
BUS - Business
06 - NFQ Level 6
05 - 05 Credits
Start Term
2021 - Full Academic Year 2021-22
End Term
9999 - The End of Time
Mr. John Kelleher, Suzanne Ryan, Marie Keane
Programme Membership
SG_BMKTG_B07 202000 Bachelor of Business in Marketing SG_BMARK_H08 202000 Bachelor of Business (Honours) in Marketing

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.    

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 carry out primary research online using focus groups and surveys, compile a report and present the findings  

Teaching and Learning Strategies

A combination of lectures, tutorials

Module Assessment Strategies

Combination of Project work , MCQs and final Exam 

Repeat Assessments

Exam and or Project 

Indicative Syllabus

Introduction to market research            LO 1,                                                         

  • 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                  LO 1, 2                                                  

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

Primary research methods                     LO 1,  3, 4                                                       

  • Examine guidelines for designing questionnaires
  • Discuss the strengths and weaknesses of various methods of carrying out survey research including telephone personal and postal questionnaires and online surveys
  • 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               LO 1,  3, 4                                                                     

  • 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                   LO 1,                                                                    

  • 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       LO 3, 4                                             

  • 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

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 3,4
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 2 hour Final exam Final Exam Open Book Exam 60 % End of Term 1,2,3

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
Independent Learning Not Specified Independent Learning 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Required Reading
2016-03-03 Market Research in Practice Kogan Page
ISBN 0749475854 ISBN-13 9780749475857

Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences, along with case studies from companies such as Adidas, Marks & Spencer, Grohe and General Motors, are included throughout to ground the concepts in business reality. Accompanied by a range of online tools and templates, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.

Recommended Reading
2019 Marketing Research
ISBN 1292265914 ISBN-13 9781292265919

For undergraduate and graduate courses in marketing research. An applied and practical marketing research text With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies. The 7th Edition provides current, contemporary, and illustrative material sensitive to user needs. And with detail.

Required Reading
2019 Research Methods for Business Students
ISBN 1292208783 ISBN-13 9781292208787

"This accessible and clearly written textbook provides a comprehensive and in-depth treatment of philosophical, methodological and ethical aspects of conducting business and management research. Illustrative case studies drawing on published research studies are used throughout and readers are given multiple opportunities to consolidate their learning through review and discussion questions, quizzes, and other exercises. At the end of each chapter a case study takes the reader through the realities and practicalities of applying the knowledge to a specific student research project. This will be an invaluable guide for all students seeking to understand and undertake business and management research." Professor Natasha Mauthner, Newcastle University With over 400,000 copies sold, Research Methods for Business Students, is the definitive and market-leading textbook for Business and Management students conducting a research-led project or dissertation. The fully revised 8th edition answers key questions such as: How do I choose my topic and design the research? Why is research philosophy relevant to my research? How do I collect and analyse my data? When and what do I need to write? With the 8th edition you will discover: Fully updated chapters incorporating visual methods throughout, detailed insights on drafting the critical literature review, the latest EU data protection regulations, using audio recordings and visual images in observation research, collecting data using diaries, the use of online survey tools, and preparing and presenting an academic poster New cases using up-to-date scenarios at the end of each chapter Boxed examples throughout of research methods in the news, from student research and in published management research A glossary of clear definitions of over 700 research-related terms Practical guidance and opportunities for checking your learning and self-reflection to enable you to progress your own research Detailed chapters on choosing your topic, critically reviewing the literature, understanding philosophies, research design, access and ethics, secondary data, data collection methods and analysis techniques and writing about and presenting your research Teach yourself guides to research software available at with practice data sets About the authors Mark NK Saunders is Professor of Business Research Methods and Director of Postgraduate Research Programmes at Birmingham Business School, University of Birmingham. Philip Lewis was a Principal Lecturer and Adrian Thornhill was a Head of Department, both at the University of Gloucestershire.

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