MKTG07056 2016 Applied Marketing Research

General Details

Full Title
Applied Marketing Research
Transcript Title
Applied Marketing Research
N/A %
Subject Area
MKTG - Marketing
MKTS - Marketing, Tourism & Sport
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Lisa Dunne
Programme Membership
SG_BINTR_J07 201900 Bachelor of Business in Business in International Marketing Erasmus

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.

Learning Outcomes

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.

Repeat Assessments

Research project

Indicative Syllabus

Interpretation of the Client's Brief

Research Design

Secondary Research

Primary Research


Data Collection and Analysis

Findings and Recommendations

Use of the Harvard Referencing System


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

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

Type Location Description Hours Frequency Avg Workload
Lecture Flat Classroom Discussion and Theory 1 Weekly 1.00
Tutorial Flat Classroom Discussion, Brainstorming, Feedback 3 Weekly 3.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
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.

Recommended Reading
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.

Recommended Reading
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.

Module Resources

URL Resources



Other Resources


  • Journal of Marketing
  • Journal of Marketing Research
  • Journal of Consumer Research
  • International Journal of Market Research


  • Marketing Magazine
Additional Information

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.