MKTG07056 2016 Applied Marketing Research
The aim of this module is to allow each group of students to practically implement the theory of Market Research by completing a project on behalf of a company with a real-life marketing research problem. A key component of this module is assisting the students to learn how to interpret market research data and apply real life marketing solutions to the findings.
On completion of this module the learner will/should be able to;
Understand the marketing research process
Conduct a piece of focused fieldwork
Interpret the research findings into sound statistics and findings
Translate the research findings into practical marketing solutions
Communicate the research findings through a group presentation and report
Teaching and Learning Strategies
Active and collaborative learning through a practical real life marketing research project.
Module Assessment Strategies
100% Continuous Assessment. A combination of weekly minutes, a report and an oral presentation.
Interpretation of the Client's Brief
Data Collection and Analysis
Findings and Recommendations
Use of the Harvard Referencing System
Coursework & Assessment Breakdown
|Title||Type||Form||Percent||Week||Learning Outcomes Assessed|
|1||Oral presentation of findings and recommendations||Continuous Assessment||Group Project||30 %||End of Semester||3,4,5|
|2||Written report||Continuous Assessment||Written Report||50 %||Week 10||1,2,3,4,5|
|3||Weekly minutes||Continuous Assessment||Group Project||20 %||OnGoing||1|
Full Time Mode Workload
|Lecture||Flat Classroom||Discussion and Theory||1||Weekly||1.00|
|Tutorial||Flat Classroom||Discussion, Brainstorming, Feedback||3||Weekly||3.00|
Required & Recommended Book List
1999-08 Marketing Research in Ireland: Theory and Practice Gill & Macmillan Ltd
ISBN 0717126676 ISBN-13 9780717126675
Written for Irish students on undergraduate, postgraduate and professional courses Integrates theory with practical Irish examples and Irish case studies Exercises, assignments, diagrams and illustrations facilitate active student learning Develops essential business skills through individual and team work.
2012-09-04 Essentials of Marketing Research McGraw-Hill Education
ISBN 0078028817 ISBN-13 9780078028816
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects.
2013-01-07 Marketing Research (7th Edition) Prentice Hall
ISBN 0133074676 ISBN-13 9780133074673
Directed primarily toward undergraduate marketing college/university majors, this text also provides practical content to current and aspiring industry professionals.
Marketing Research gives readers a nuts and bolts understanding of marketing research and provides them with extensive information on how to use it. This text provides the fundamentals of the statistical procedures used to analyze data without dwelling on the more complex and intricate concepts.
- Journal of Marketing
- Journal of Marketing Research
- Journal of Consumer Research
- International Journal of Market Research
- Marketing Magazine
Access may need to be supplied to the students to an online research system such as PollDaddy or surveymonkey.
If feasible, a site visit by students to the client company.