Full Title:Active Market Research
Module Code:MRKT B8005
Credits: 5
Valid From:Semester 1 - 2013/14 ( September 2013 )
Module Delivered in 1 programme(s)
Module Description:The basic nature and importance of market research is explained. Learners get the opportunity to engage in the practical application of their learned skills.
Learning Outcomes:
On successful completion of this module the learner should be able to
  1. Describe and explain the relevance of market research activity in the context of building sustainable enterprises in dynamic economies.
  2. Explain the fundamental differences between qualitative and quantitative research and engage in such research activities.
  3. Appriase his/her own learning journey
  4. Appreciate and demonstrate understanding of the principles of market research

Module Content & Assessment

Indicative Content
First principles of Market Research
The basics of market research introduced and explained. Examples of the value of market research given and discussed with learners
Techniques and tools of marketing research.
The basics of market research are explained
Apply the research process and techniques to different contexts.
The process of undertaking a piece of "real" market research. Learners are given a research topic and required to prepare a research proposal.
Implementing a research proposal
Engaging in the research activity.
Interpret and present research based data creatively.
The analysis and write-up of data. Formal presentation of the output of the research activity.
Using technology to enhance the value, efficiency and output of the research activity.
Learners are exposed to the most relevant current technology in the field of market research.
Assessment Breakdown%
Course Work100.00%

Full Time

Course Work
Assessment Type Assessment Description Outcome addressed % of total Marks Out Of Pass Marks Assessment Date Duration
Class Test There will class tests to determine the extent to which the learner has assimilated the basic theoretical principles of the material covered.These come in the form of 2 short assessments spread throughout the semester, approximately weeks 4 and 8. the firsty will attract 20% of the entire grade for this module , with the second attracting a grade of 30% 1,2,4 50.00 0 0 Week 4 0
Practical/Skills Evaluation Learners are expected to display an ability to undertake market research activity, applying in a relevant and professional manner the skills gleaned from the module content. Tasks will be assigned to teams and the responsible tutor will monitior and provide feedback to the learner on the quality of this activity. Laerners will submit material for such assessment throughout the semester. The exact nature and timing of this will be a function of the nature of the work being undertaken by the lear 1,2 40.00 0 0 n/a 0
Reflective Journal Learners maintain a learning log. Which is available to the tutor for the module 3 10.00 0 0 n/a 0
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
A repeat examination
Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element.
Reassessment Description
For Class Tests, repeat opportunities will be offered.For the practical skills ( research project),given its nature it is not possible to offer a repaet opportunity within the time-span of the semester. Instead an alternative facility will be offered. The nature of this will be decided by the tutor and will be commensurate with the laerning outcomes. The reflective journal cannot be repeated ( it is a log and needs to be maintained in "real-time" throughout the semester.

DKIT reserves the right to alter the nature and timings of assessment


Module Workload & Resources

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Relevant topic introduced to learners 1.00 Every Week 1.00
Lecturer-Supervised Learning (Contact) Practical sessions in which learners are allowed to practice their skills in a supportive environment 2.00 Every Week 2.00
Independent Study Learners will be exposed to the practical expereince of on-line business meetings in order to demonstrate the dynamic nature of market research. These sessions will take place at regional national and/or international level 90.00 Once per semester 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture No Description 2.00 Every Week 2.00
Directed Reading No Description 4.00 Every Week 4.00
Independent Study No Description 3.00 Every Week 3.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
Supplementary Book Resources
  • Domegan, Christine, Fleming, Declan 2007, Marketing Research in Ireland, 3 Ed., Gill and Macmillan
This module does not have any article/paper resources
Other Resources
  • n/a: http://www.finfacts.ie
  • n/a: http://www.dem.co.uk/proact/market/
  • n/a: http://weber.u.washington.edu/-esw/marke t.htm
  • n/a: http://www.itw.ie.itw
  • n/a: http://www.marketing.world.com
  • n/a: http://ciber.bus.msu.edu/
  • n/a: http://www.iol.ie/-aidnh/business/
  • n/a: http://www.mii.ie

Module Delivered in

Programme Code Programme Semester Delivery
DK_BBUST_8 Bachelor of Business (Honours) 3 Elective