MKTG07115 2016 Applied Market Research
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.
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.
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
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Required & Recommended Book List
2007-05 Marketing Research in Ireland Gill & Macmillan Ltd
ISBN 0717142000 ISBN-13 9780717142002
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.
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.