MKTG07115 2016 Applied Market Research

General Details

Full Title
Applied Market Research
Transcript Title
Applied Market 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_BSALE_B07 202200 Bachelor of Business in Marketing and Sales

This module will address the area of marketing research metholology and its application in a practical context. Students are provided with the opportunity to refine their problem definition, prepare a research proposal and project and  develop and apply the skills required to investigate company marketing issues. This module will also prepare students to define research objectives and to develop appropriate research methodologies to address these objectives.

Learning Outcomes

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


Demonstrate an understanding of the market research process and its applicability in terms of decision making.


Clearly define problem definitions and formulate market research objectives.


Examine sources of secondary and primary data and apply these in the context of a business problem.


Carry out a literature review.


Explain the techniques of data collection and analysis and present a research proposal and project.

Teaching and Learning Strategies

The emphasis here is on practice. Students start the module formulating their research question and end with the completion of a project. The teaching approach is PBL with small groups of students having 1-1 meetings and tutorial with lecturer each week as well as a lecture.

Module Assessment Strategies

Students will present their problem definition followed by the research proposal and finally the completed project.

Repeat Assessments


Indicative Syllabus

Introduction to the Market Research process.

Defining and developing research questions and objectives in a practical context

Literature search and review in a practical context

Sampling in a practical context

Market Research Methodologies in  a practical context

Data Collection and analysis in a practical context

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
100 %

Coursework Assessment

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

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Problem Based Learning Not Specified PBL 2 Weekly 2.00
Lecture Not Specified Lecture 1 Weekly 1.00
Tutorial Not Specified tutorial 1 Weekly 1.00
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