Module Details

Module Code: MRKT B7019
Full Title: Contemporary Market Research
Valid From:: Semester 1 - 2019/20 ( June 2019 )
Language of Instruction:English
Duration: 1 Semester
Credits:: 5
Module Owner:: Jennifer Fegan
Departments: Unknown
Module Description: This module introduces students to the principles of Market Research. It explains the key stages of the research process, covering both quantitative and qualitative methods. Blended learning techniques will be integrated into the design and delivery of the module.
 
Module Learning Outcome
On successful completion of this module the learner will be able to:
# Module Learning Outcome Description
MLO1 Discuss the key principles of market research
MLO2 Describe in detail the market research process
MLO3 Compare and contrast the various market research tools available to the marketer.
MLO4 Explain the relevance of market research and the likely impact it can have on marketing decisions
MLO5 Undertake a market research project in a real world situation
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named DkIT module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
No recommendations listed
 
Module Indicative Content
Introduction to Market Research
• Introduction to the principles of market research. • The role of market research • Understanding digital developments in market research • Ethics in Market research
The Market Research Process
• Overview of the stages of the market research process • Defining the research problem • Research Design • Research Objectives
Secondary Research
• Internal Sources of data • Irish and international sources of data • Government and commercial sources • Online sources of information
Customer Databases and Big Data Analytics
• Using Databases for marketing intelligence; Database software; Big Data analytics
Primary Research
• Understanding primary research techniques • Qualitative or Quantitative ?
Quantitative Research
• Questionnaire design and pilot tests, • Internet surveys using tools such as Survey Monkey
Qualitative Research
• Focus Groups • Online focus groups • Observation • In-depth interviews
Data Collection Methods
• Data collection techniques • Use of software packages • Fieldwork
Sampling
• Define the sample population • Selecting the sampling frame • Choosing a sampling method • Determining the sample size • Implementing the sampling procedure
Analysing and Interpreting the results
• Analysis of qualitative data • Interpreting the data • Coding • Tabulation and statistical analysis • Overview of NVivo & SPSS
Presenting the Results
Understanding the audience. The marketing research report format. Data visualisation. The Future: delivering customer insight through EFM.
Module Assessment
Assessment Breakdown%
Course Work100.00%
Module Special Regulation
 

Assessments

Full-time

Course Work
Assessment Type Multiple Choice Questions % of Total Mark 40
Marks Out Of 0 Pass Mark 0
Timing S1 Week 10 Learning Outcome 1,2,3,4
Duration in minutes 0
Assessment Description
A MCQ covering all aspects of the module will be held in week 10
Project
Assessment Type Group Project % of Total Mark 60
Marks Out Of 0 Pass Mark 0
Timing S1 Week 12 Learning Outcome 1,2,3,4,5
Duration in minutes 0
Assessment Description
Students working in small groups will undertake a marketing research project
No Practical
No Final 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.

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

 

Module Workload

Workload: Full-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact Key concepts will be introduced Every Week 2.00 2
Tutorial Contact Facilitated tutorial Every Week 1.00 1
Directed Reading Non Contact Advised weekly Every Week 3.00 3
Independent Study Non Contact Students will be expected to do additional research on the topic areas Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part-time
Workload Type Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Lecture Contact No Description Every Week 2.00 2
Directed Reading Non Contact No Description Every Week 4.00 4
Independent Study Non Contact No Description Every Week 3.00 3
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 
Module Resources
Recommended Book Resources
  • Alan Wilson. (2019), Marketing Research: Delivering Customer Insight, 4th. MacMillan International Higher Ed, [ISBN: 9781352001112].
  • Burns & Bush. (2017), Market Research, Prentice Hall, [ISBN: ISBN-10: 0134].
Supplementary Book Resources
  • Kenneth E. Clow, Karen E. James. (2013), Essentials Of Marketing Research, Putting Research Into Practice.
  • Lawrence Silver, Robert E. Stevens, Bruce Wrenn, David L. Loudon. (2013), The Essentials of Marketing Research, 3rd. Routledge, London.
  • Market Sensing Edited by David Longbottom, Alison Lawson. (2017), Alternative Market Research Methods, Routledge, London.
This module does not have any article/paper resources
Other Resources
  • Website: http://www.macmillanihe.com/wilson-mr-4e.
  • Website: http://www.aimro.ie.
  • Website: http://www.mii.ie.
  • Website: http://www.finfacts.ie.