Learning Outcomes |
On successful completion of this module the learner will be able to: |
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Learning Outcome Description |
LO1 |
Discuss the role of market research as a business decision making and information gathering tool. |
LO2 |
Evaluate research ideologies and methodologies in light of contemporary and/or live marketing problems and demonstrate a comprehensive understanding of the theoretical principles and resultant approaches of research. |
LO3 |
Demonstrate an understanding of the challenges and benefits associated with each methodology enabling the student to evaluate and defend use of different methods for different purposes. |
LO4 |
Illustrate comprehension of the different research methodologies by creating a research plan using qualitative and/or quantitative methodologies. |
LO5 |
Examine and interpret both secondary and primary data and be capable of delivering clear insights and recommendations from this data. |
LO6 |
Design a comprehensive presentation of the research results and discuss these findings with the Market Research class. |
Coursework |
Assessment Type: |
Ass1 |
% of total: |
40 |
Assessment Date: |
n/a |
Outcome addressed: |
1,2,5,6 |
Non-Marked: |
No |
Assessment Description: Over a period of about four weeks students follow a brand on at least three platforms. They must follow the official brand comms on Instagram, Twitter etc. but also monitor consumer groups and discussion boards where their brand is being discussed. They must also post on these platforms. The objective is to see if the official brand messaging matches consumer perception e.g. a popular brand with this cohort is clothing brand Pretty Little Thing.com. The message PLT puts out is one of diversity, inclusivity and affordability – does the target market believe that the brand genuinely values diversity and that the fashion is affordable? |
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Assessment Type: |
Group Presentation |
% of total: |
60 |
Assessment Date: |
n/a |
Outcome addressed: |
2,3,4,5,6 |
Non-Marked: |
No |
Assessment Description: Based on Euromonitor Global Consumer Trends report of current year. Students select a trend to further research, firstly secondary research and then primary research. Objective is to discover if the selected global trend is manifesting in Ireland. Results are presented in the last week of term.
(45% for written report and 15% for presentation). Everyone in group must present a section. |
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Recommended Book Resources |
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Yvonne McGivern. (2021), ‘The Practice of Market Research: From Data to Insight’, 5th Ed.
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Supplementary Book Resources |
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Paul Hague. (2021), Market Research in Practice: An Introduction to Gaining Greater Market Insight, 4th Ed.
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Anne E. Beall,. (2019), Strategic Market Research: A Guide to Conducting Research that Drives Businesses, 3rd Ed.
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Robert V. Kozinets and Rossella Gambetti. (2021), Netnography Unlimited : Understanding Technoculture Using Qualitative Social Media Research.
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Janice Aurini, Melanie Heath and Stephanie Howells. (2021), The How To of Qualitative Research, 2nd Ed.
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This module does not have any article/paper resources |
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Other Resources |
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[Other materials], Case studies, examples and video URLS
(e.g. TED talks, youtube) will also be
made available on Moodle.
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