Module Code: H7MR
Long Title Market Research
Title Market Research
Module Level: LEVEL 7
EQF Level: 6
EHEA Level: First Cycle
Credits: 10
Module Coordinator: MICHAEL BANE
Module Author: MICHAEL BANE
Departments: School of Business
Specifications of the qualifications and experience required of staff  
Learning Outcomes
On successful completion of this module the learner will be able to:
# 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.
Module Recommendations

This is prior learning (or a practical skill) that is required before enrolment on this module. While the prior learning is expressed as named NCI 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
Co-requisite Modules
No Co-requisite modules listed
Entry requirements  

Module Content & Assessment

Indicative Content
Before Fieldwork
1. Introduction to Market Research 2. The Market Research Process 3. Secondary Research
Qualitative Research Methods
4. Ethnography and Netnography 5. Focus Groups 6. Depth Interviews 7. Projective techniques
Quantitative Research Methods
8. Questionnaire design 9. Scales 10. Sampling
After Fieldwork
11. Analysing qualitative data 12. Analysing quantitative data 13. Presentation skills
Assessment Breakdown%
End of Module Assessment50.00%


Full Time

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 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?
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.
No End of Module Assessment
No Workplace Assessment
Reassessment Requirement
Coursework Only
This module is reassessed solely on the basis of re-submitted coursework. There is no repeat written examination.
Reassessment Description
The repeat assessment strategy for this module is broken into the above component parts. A learner who fails the assignment will be given a new piece of work to complete. Students who fail to attempt the assignment may be given the original piece of work.

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


Module Workload

Module Target Workload Hours 0 Hours
Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Classroom and demonstrations 36 Per Semester 3.00
Tutorial Mentoring and small-group tutoring 12 Per Semester 1.00
Independent Learning No Description 172 Per Semester 14.33
Directed Learning Directed e-learning 30 Per Semester 2.50
Total Weekly Contact Hours 6.50

Module Resources

Recommended Book Resources
  • Yvonne McGivern. (2021), ‘The Practice of Market Research: From Data to Insight’, 5th Ed.
Supplementary Book Resources
  • Paul Hague. (2021), Market Research in Practice: An Introduction to Gaining Greater Market Insight, 4th Ed.
  • Anne E. Beall,. (2019), Strategic Market Research: A Guide to Conducting Research that Drives Businesses, 3rd Ed.
  • Robert V. Kozinets and Rossella Gambetti. (2021), Netnography Unlimited : Understanding Technoculture Using Qualitative Social Media Research.
  • Janice Aurini, Melanie Heath and Stephanie Howells. (2021), The How To of Qualitative Research, 2nd Ed.
This module does not have any article/paper resources
Other Resources
  • [Other materials], Case studies, examples and video URLS (e.g. TED talks, youtube) will also be made available on Moodle.
Discussion Note: