Module Details
Module Code: |
MKTG H3325 |
Module Title:
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Market and Customer Insights
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Title:
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Market and Customer Insights
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Module Level:: |
7 |
Module Coordinator: |
Myles Kelly
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Module Author:: |
Una Grant
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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.
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Learning Outcomes |
On successful completion of this module the learner will be able to: |
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Learning Outcome Description |
LO1 |
Identify and use appropriate research techniques and data sources to analyse markets and customers. |
LO2 |
Undertake ethical and methodological sound customer research. |
LO3 |
Analyse and report 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.
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No recommendations listed |
Co-requisite Modules
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No Co-requisite modules listed |
Additional Requisite Information
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No Co Requisites listed
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Indicative Content |
Researching a Market
Setting scope of research and objectives - Stages of analysing a market - Sources of market data - Analysis tools - Digital literacy for research - Interpretation of data - Communication of findings/analysis / data visualisation - Ethical market research
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Researching the Customer
Online and offline methods including focus groups, interviews, observation, netnography, surveys, technological/digital developments, focus on digital developments in consumer research, videography, social media research, eye tracking technology; focus on survey / questionnaire design & implementation; Ethical customer research
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Data Analysis Practical
Use of survey and data analysis tools to design, analyse and visualise survey data.
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Data Analysis Techniques
Use of common data analysis tools (e.g. Microsoft Excel) to carry out data analysis including data visualisation, descriptive statistics (e.g. mean, median, etc...), hypothesis testing, correlation and regression.
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Module Content & Assessment
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Assessment Breakdown | % |
Project | 70.00% |
Practical | 30.00% |
AssessmentsFull Time
No End of Module Formal Examination |
Reassessment Requirement |
Exam Board
It is at the discretion of the Examination Board as to what the qualifying criteria are.
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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 |
Laboratory |
|
Contact |
No Description |
Every Week |
4.00 |
4 |
Independent Learning |
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Non Contact |
No Description |
Every Week |
5.00 |
5 |
Total Weekly Contact Hours |
4.00 |
Workload: Part Time |
Workload Type |
Workload Category |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
Laboratory |
|
Contact |
No Description |
Every Week |
2.00 |
2 |
Independent Learning |
|
Non Contact |
No Description |
Every Week |
7.00 |
7 |
Total Weekly Contact Hours |
2.00 |
Module Resources
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Recommended Book Resources |
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Naresh K. Malhotra,Daniel Nunan,David F. Birks. (2017), Marketing Research, 5th. Pearson, [ISBN: 1292103124].
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Alvin C. Burns,Ann Veeck,Ronald F. Bush. (2017), Marketing Research, 8th. Pearson, [ISBN: 9789332584679].
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Wayne L. Winston. Marketing Analytics: data-driven techniques with Microsoft Excel, 2014. John Wiley & Sons, Indianapolis.
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Knaflic Cole. (2015), Storytelling with Data: a data visualisation guide for professionals, Wiley, New Jersey.
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Cole Nussbaumer Knaflic. (2019), Storytelling with Data - Let's Practice, John Wiley & Sons, [ISBN: 1119621496].
| Supplementary Book Resources |
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Andy Field. (2017), Discovering Statistics Using IBM SPSS Statistics, Sage Publications.
| Recommended Article/Paper Resources |
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Journal of Marketing Research.
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International Journal of Research in
Marketing.
| Other Resources |
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MSForms; SurveyMonkey; Qualtrics or
similar.
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SPSS; MSExcel.
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Marketline.
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Euromonitor.
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Nielsen,
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Kantar,
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ESOMAR,
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Data Protection Commission,
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Association of Irish Market Research
Organisations,
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