MKTG07111 2016 Marketing Research

General Details

Full Title
Marketing Research
Transcript Title
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
Denise Lowe
Programme Membership
SG_BMARK_J07 201900 Bachelor of Business in Business in Marketing L7 (Add On) SG_BINTR_J07 201900 Bachelor of Business in Business in International Marketing Erasmus SG_BMKTG_J07 201900 Bachelor of Business in Marketing L7 (Add On)

This subject will investigate the area of marketing research methodology and its application in terms of the implementation of marketing decisions and strategies. The module provides students with the knowledge and practical skills to investigate business/marketing issues. Through problem based learning, students will work through issues from problem definition stage through to research proposal , culminating in a research project.

Learning Outcomes

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


Understand the steps of the marketing research process and their applicability in a marketing context.


Develop research questions in a discerning manner.


Develop a research proposal based on  individual problem definitions.


Carry out sampling, primary and secondary research.


Write and present a research project

Teaching and Learning Strategies

Problem based learning

Module Assessment Strategies

Formulation of Research Question

Research Proposal

Research Project

Repeat Assessments

Formulation of Research Question

Research Proposal

Research Project

Indicative Syllabus

The steps of the research process

Formulating Research Questions

Sources of Data


Data Collection and Analysis

Presenting final research report

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Project Continuous Assessment Project 100 % OnGoing 1,2,3,4,5

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Lecture Not Specified Lecture 1 Weekly 1.00
Problem Based Learning Not Specified Problem based learning 3 Weekly 3.00
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
2013-03-05 Business Research Methods, 12th Edition McGraw-Hill Education
ISBN 0073521507 ISBN-13 9780073521503

The Twelfth Edition of Business Research Methods reflects a thoughtful revision of a market standard. Students and professors will find thorough, current coverage of all business research topics presented with a balance of theory and practical application. The authors use managerial decision-making as the theme of Business Research Methods and they provide the content and structure to ensure students' grasp of the business research function. This textbook also encourages and supports the completion of an in-depth business research project, if desired, by the professor.

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.

Module Resources