Module Details
| Module Code: |
MRKT7009 |
| Title: |
Marketing Research Methods
|
|
Long Title:
|
Marketing Research Methods
|
| NFQ Level: |
Intermediate |
| Valid From: |
Semester 1 - 2023/24 ( September 2023 ) |
| Field of Study: |
3420 - Marketing & Advertising
|
| Module Description: |
This module aims to provide students with an understanding of the methods and techniques involved in organising and executing a marketing research project. Students will become familiar with all stages of the Market Research process from initial problem definition through to presentation of final results.
|
| Learning Outcomes |
| On successful completion of this module the learner will be able to: |
| # |
Learning Outcome Description |
| LO1 |
Discuss the role of contemporary marketing research within a business context. |
| LO2 |
Plan and implement research projects in marketing and related areas. |
| LO3 |
Describe quantitative, qualitative and mixed method approaches to research. |
| LO4 |
Select and apply key sampling methods used in marketing. |
| LO5 |
Develop data collection forms for marketing research projects using an online software tool. |
| Dependencies |
Module Recommendations
This is prior learning (or a practical skill) that is strongly recommended before enrolment in this module. You may enrol in this module if you have not acquired the recommended learning but you will have considerable difficulty in passing (i.e. achieving the learning outcomes of) the module. While the prior learning is expressed as named MTU module(s) it also allows for learning (in another module or modules) which is equivalent to the learning specified in the named module(s).
|
|
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module. You may not earn additional credit for the same learning and therefore you may not enrol in this module if you have successfully completed any modules in the incompatible list.
|
| No incompatible modules listed |
Co-requisite Modules
|
| No Co-requisite modules listed |
Requirements
This is prior learning (or a practical skill) that is mandatory before enrolment in this module is allowed. You may not enrol on this module if you have not acquired the learning specified in this section.
|
| No requirements listed |
| Indicative Content |
|
Problem Definition and the Research Process
Defining problems and opportunities, showing how marketing projects emerge from marketing problems and opportunities.
|
|
Research Design
Exploratory, descriptive and casual designs commonly used in research projects.
|
|
Qualitative and quantitative data collection methods
Online and offline methods including observational techniques, interviewing, projective techniques, focus groups and surveys.
|
|
The nature of measurement and data in marketing research
The theory of measurement, types of scales and scaling methods.
|
|
Sampling theory and practice
Principal probability and non probability sampling methods as used in marketing research.
|
|
Questionnaire Design and other data collection forms
The art of questionnaire design.
|
|
Module Content & Assessment
|
| Assessment Breakdown | % |
|---|
| Coursework | 100.00% |
Assessments
| 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.
|
The University reserves the right to alter the nature and timings of assessment
Module Workload
| Workload: Full Time |
| Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
| Lecture |
Contact |
Problem identification, classification and information analysis. Sources of data, qualitative research methods and survey methods. |
Every Week |
3.00 |
3 |
| Lab |
Contact |
Exploring computer based marketing research tools and techniques. |
Every Week |
1.00 |
1 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Use of recommended textbook, websites and online notes. |
Every Week |
3.00 |
3 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
4.00 |
| Workload: Part Time |
| Workload Type |
Contact Type |
Workload Description |
Frequency |
Average Weekly Learner Workload |
Hours |
| Lecture |
Contact |
Problem Identification, classification and information analysis. Sources of data, qualitative research methods and survey methods. |
Every Week |
2.00 |
2 |
| Lab |
Contact |
Exploring computer based marketing research tools and techniques. |
Every Week |
1.00 |
1 |
| Independent & Directed Learning (Non-contact) |
Non Contact |
Use of recommended textbook, websites and online notes. |
Every Week |
4.00 |
4 |
| Total Hours |
7.00 |
| Total Weekly Learner Workload |
7.00 |
| Total Weekly Contact Hours |
3.00 |
|
Module Resources
|
| Recommended Book Resources |
|---|
-
Naresh K. Malhotra, Dan Nunan, David F. Birks. (2017), Marketing Research: an applied approach, 5th. Pearson Education Limited, [ISBN: 9781292103129].
| | Supplementary Book Resources |
|---|
-
Alan Wilson. (2018), Marketing Research, 4th. Macmillan International, [ISBN: 9781352001112].
-
Naresh K.Malhotra. (2014), Essentials of Marketing Research, 1st. Pearson Education, [ISBN: 9781292060163].
-
Yvonne McGivern. (2013), The Practice of Marketing Research, 4th. Pearson Education, [ISBN: 9780273773115].
-
Alvin C.Burns, Ronald F.Bush. (2013), Marketing Research, 7th. Pearson Education Limited, [ISBN: 9780273768517].
-
Nigel Bradley.. (2014), Marketing research, 3rd. Oxford [Oxfordshire]; Oxford University Press, [ISBN: 9780199655090].
-
Naresh K.Malhotra. (2013), Basic Marketing Research, 4th. Pearson Education Limited, [ISBN: 9781292020488].
-
Naresh K. Malhotra, David F. Birks, Peter Wills. (2014), Marketing Research, 4th. FT Press, p.1037, [ISBN: 9780273725855].
-
Mark N.K. Saunders, Philip Lewis, Adrian Thornhill. (2015), Research Methods for Business Students, 7th. Pearson Education, [ISBN: 9781292016627].
| | This module does not have any article/paper resources |
|---|
| Other Resources |
|---|
-
Website, MTU. (2023), MTU Library,
-
Website, (2023), The Marketing Institute of Ireland,
-
Website, (2023), CSO Ireland,
-
Website, World Association for Market, Social and
Opinion Research. (2023), ESOMAR,
-
Website, (2023), Enterprise Ireland,
-
Website, Survey Monkey. (2023), Questionnaire Design,
|
|
