Module Details

Module Code: RECH C3802
Module Title: Marketing Research
Title: Marketing Research
Module Level:: 7
Credits:: 5
Module Coordinator: Myles Kelly
Module Author:: Una Grant
Domains:  
Module Description: The aim of this module is to develop the learner's knowledge in the field of marketing research; to
demonstrate the importance of research to marketing decisions; and develop a skills of marketing research practice.
 
Learning Outcomes
On successful completion of this module the learner will be able to:
# Learning Outcome Description
LO1 Design and undertake market & customer research using secondary research methods in an ethical manner.
LO2 Design and undertake market & customer research using primary research methods in an ethical manner.
LO3 Communicate research findings to a professional standard.
Dependencies
Module Recommendations

This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
Co-requisite Modules
No Co-requisite modules listed
Additional Requisite Information
No Co Requisites listed
 
Indicative Content
Role of Marketing Research & Research Ethics
Role of marketing research in business - Digital era impact and implications - Marketing research sector - Ethical considerations in marketing research - Marketing research used as a promotional tool
Proposal & Methodology
Role of research proposals & research briefing documentation - Scoping of research projects - Review of stages in methodology development - Critical evaluation of methodology design
Secondary Research
Sourcing secondary data - Critical evaluation of secondary data - Interpretation of secondary data - Referencing secondary sources - Digital literacy for secondary research - Visualisation of data
Qualitative & Quantitative Research
Online and offline methods including focus groups, consumer panels, interviews, observation, netnography, surveys, technological/digital developments (e.g. AI developments), videography, social media listening. Focus on design, implementation and limitations.
Data Analysis & Interpretation
Analysis of primary & secondary research - Data analytics & visualisation - Interpretation of primary & secondary research - Drawing conclusions & formulating recommendations
Communication of Research
Communication of research - written, oral, data visualisation, dashboards, ensuring dissemination, communication with non-research audiences.
Module Content & Assessment
Assessment Breakdown%
Project100.00%

Assessments

Full Time

Continuous Assessment
Assessment Type Project % of Total Mark 100
Timing Sem 1 End Learning Outcomes 1,2,3
Non-marked No
Assessment Description
Research project to include evidence of both primary and secondary research. Project is likely to take the form of a market analysis using
secondary research knowledge & skills and customer analysis using primary research and data analysis / visualisation knowledge & skills.
No Project
No Practical
No End of Module Formal Examination
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.

SETU Carlow Campus reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Contact Hours Contact Contact hours may be a mixture of lecture, tutorial, guest speaker and project support. They may involve blended / hybrid delivery. Every Week 3.00 3
Independent Learning Time Non Contact Learner hours include review and reflection on module resources; research and reading; reflection on learning; completion of assessments. Every Week 6.00 6
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Category Contact Type Workload Description Frequency Average Weekly Learner Workload Hours
Contact Hours Contact No Description Every Week 1.50 1.5
Independent Learning Non Contact No Description Every Week 7.50 7.5
Total Weekly Contact Hours 1.50
 
Module Resources
Recommended Book Resources
  • Naresh K. Malhotra, Daniel Nunan, David F. Birks. (2017), Marketing Research, 5th. Pearson, [ISBN: 1292103124].
  • Alvin C. Burns,Ronald F. Bush. (2016), Marketing Research, Global Edition, 8th. Pearson, [ISBN: 9781292153261].
  • Cole Nussbaumer Knaflic. (2019), Storytelling with Data, John Wiley & Sons, [ISBN: 1119621496].
  • J Collis & R Hussey. (2013), Business Research: A Practical Guide for Undergraduate and Postgraduate Students, 4th. Palgrave Macmillan.
Recommended Article/Paper Resources
  • Journal of Marketing Research.
  • International Journal of Research in Marketing.
  • Learners are expected to make extensive us of library resources..
Other Resources
Discussion Note: