| Module Code: |
H9MKR |
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Long Title
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Market Research
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Title
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Market Research
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| Module Level: |
LEVEL 9 |
| EQF Level: |
7 |
| EHEA Level: |
Second Cycle |
| Module Coordinator: |
Louise (F) Maguire |
| Module Author: |
Faye McGinley |
| Departments: |
School of Business
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| Specifications of the qualifications and experience required of staff |
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| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| # |
Learning Outcome Description |
| LO1 |
Critically examine the role market research and the marketing research process plays in helping organisations learn about its consumers and competitors. |
| LO2 |
Appraise rigorously the different research approaches available to management and the situations warranting the use of one over another. |
| LO3 |
Construct a research plan with clear and concise research objectives. |
| LO4 |
Critically evaluate research methodologies and the measures employed to collect data. |
| LO5 |
Develop skills related to the analysis of marketing data and the understanding of research findings, report preparation and presentation of the results. |
| LO6 |
Experience how to carry out a real life project as part of a team and appreciate how each member of the team contributes in different yet interlocking ways. |
| Dependencies |
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).
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| No recommendations listed |
Co-requisite Modules
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| No Co-requisite modules listed |
Module Content & Assessment
| Indicative Content |
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An Introduction to Market Research
What is Research?: What is the value of Market research?: Research Contexts: Applied versus basic Research; Exploratory versus Descriptive versus Causal Research: Types of Research Design: Ethics in Research
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The Market Research Process
Steps to Carrying out Market Research: Problem definition, Articulating the research objectives, Research Design, Sample selection (biased or unrepresentative sample selection); Data collection procedures and problems that may be encountered, data falsification, Data Collection and Analysis, Compiling the Research report
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The Research Brief
Preparing a Written Brief: Defining the Research problem: What Information is Required? The Nature of the Research Enquiry; Time and Budgetary constraints: Preparing and checking the research Brief: The Client-researcher Relationship
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The Role of Secondary Data in Market Research
Why carry our Secondary research? Sources of Secondary data (internal, open access, published, syndicated): Strengths and Uses: Weaknesses: Data Analysis Challenges; Evaluating the Accuracy of Secondary Data; Secondary Data in Global Markets: Comparability of International Data
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Qualitative Research
What is Qualitative Research and what is it Used For? Focus Groups – study parameters, discussion topics and questions, selecting participants, managing the process. Online focus groups – discussion groups, forums and online communities: Depth Interviews – question techniques, projective techniques.
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Observation Research
Under what Conditions is Observation research appropriate? Dimensions of Observation research – Natural versus Contrived, Open versus Disguised, Direct versus Indirect, Structured versus Indirect, Human versus Mechanical (eye-tracking, cognitive neuroscience), Ethics of Observation research
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Quantitative Research
What is quantitative research and when is it used? Questionnaires and surveys: Self-administered surveys versus face-to-face, telephone surveys and Internet surveys: Sampling and sampling errors – systematic error, Survey selection.
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Questionnaire Design
The importance and contribution of good questionnaire design, question wording, question structure, question order, questionnaire length, answer format and structure, pilot study.
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Measuring Attitudes – Use of Scales
The Concept of Measurement: Scales – The Characteristics, Uses, Advantages and Disadvantages of the Four Main Scale Types - Nominal, Ordinal, Interval and Ratio, Considerations when Selecting a Scale, Characteristics of a Good Scale.
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Analysing Qualitative Data
What is Qualitative data Analysis? Deductive and inductive reasoning: Preparing data for analysis, data coding, data entry, the use of software for data analysis – Nvivo; Reliability and Validity
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Analysing Quantitative Data
Statistical packages such as the use of SPSS, Explanatory analysis, Inferential analysis, Looking for patterns and relationships, data reduction, univariate and bivariate descriptive analysis
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Preparing a Research Report
Interpreting Research Findings: Effectively Communicating Findings: Providing Insight, Preparing and Delivering a Presentation; Creating Effective Visuals; Writing a Report,
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| Assessment Breakdown | % |
|---|
| Coursework | 40.00% |
| End of Module Assessment | 60.00% |
AssessmentsFull Time
| Coursework |
| Assessment Type: |
Project |
% of total: |
40 |
| Assessment Date: |
n/a |
Outcome addressed: |
1,4,5,6 |
| Non-Marked: |
No |
Assessment Description:
Students will be required to carry out a group market research project using both primary and secondary data to assess the market need for a service of their choosing here in the IFSC. |
|
| End of Module Assessment |
| Assessment Type: |
Terminal Exam |
% of total: |
60 |
| Assessment Date: |
End-of-Semester |
Outcome addressed: |
1,2,3,4,5 |
| Non-Marked: |
No |
Assessment Description:
A two hour examination will be held at the end of the semester. |
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| Reassessment Requirement |
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.
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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 |
No Description |
30 |
Every Week |
30.00 |
| Independent Learning Time |
No Description |
95 |
Every Week |
95.00 |
| Total Weekly Contact Hours |
30.00 |
Module Resources
| This module does not have any book resources |
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| This module does not have any article/paper resources |
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| This module does not have any other resources |
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