MRKT7009 - Marketing Research Methods

Title:Marketing Research Methods
Long Title:Marketing Research Methods
Module Code:MRKT7009
 
Duration:1 Semester
Credits: 5
NFQ Level:Intermediate
Field of Study: Marketing & Advertising
Valid From: Semester 2 - 2021/22 ( January 2022 )
Module Delivered in 8 programme(s)
Module Coordinator: Katie Power
Module Author: Riona Flood
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:
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.
Pre-requisite learning
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).

17323 MRKT7009 Marketing Research Methods
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
 

Module Content & Assessment

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.
Assessment Breakdown%
Course Work100.00%
Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Presentation Students will present an outline their chosen research approach to a marketing research problem. 2,3,5 10.0 Week 4
Project Utilizing the marketing research process students will conduct and communicate a research project. 1,2,3,4,5 50.0 Week 11
Short Answer Questions Short Answer Questions / Multiple Choice Questions based on marketing research methods theory covered in the lectures and lab practical. 1,2,3,4,5 40.0 Week 13
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 institute reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Problem identification, classification and information analysis. Sources of data, qualitative research methods and survey methods. 2.0 Every Week 2.00
Lab Exploring computer based marketing research tools and techniques. 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Use of recommended textbook, websites and online notes. 4.0 Every Week 4.00
Total Hours 7.00
Total Weekly Learner Workload 7.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Problem Identification, classification and information analysis. Sources of data, qualitative research methods and survey methods. 2.0 Every Week 2.00
Lab Exploring computer based marketing research tools and techniques. 1.0 Every Week 1.00
Independent & Directed Learning (Non-contact) Use of recommended textbook, websites and online notes. 4.0 Every Week 4.00
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 Ed., Pearson Education Limited [ISBN: 9781292103129]
Supplementary Book Resources
  • Alan Wilson 2018, Marketing Research, 4th Ed., Macmillan International [ISBN: 9781352001112]
  • Naresh K.Malhotra 2014, Essentials of Marketing Research, 1st Ed., Pearson Education [ISBN: 9781292060163]
  • Yvonne McGivern 2013, The Practice of Marketing Research, 4th Ed., Pearson Education [ISBN: 9780273773115]
  • Alvin C.Burns, Ronald F.Bush 2013, Marketing Research, 7th Ed., Pearson Education Limited [ISBN: 9780273768517]
  • Nigel Bradley. 2014, Marketing research, 3rd Ed., Oxford [Oxfordshire]; Oxford University Press [ISBN: 9780199655090]
  • Naresh K.Malhotra 2013, Basic Marketing Research, 4th Ed., Pearson Education Limited [ISBN: 9781292020488]
  • Naresh K. Malhotra, David F. Birks, Peter Wills 2014, Marketing Research, 4th Ed., FT Press [ISBN: 9780273725855]
  • Mark N.K. Saunders, Philip Lewis, Adrian Thornhill 2015, Research Methods for Business Students, 7th Ed., Pearson Education [ISBN: 9781292016627]
This module does not have any article/paper resources
Other Resources
 

Module Delivered in

Programme Code Programme Semester Delivery
CR_BIBLA_8 Bachelor of Business (Honours) in International Business with Language 3 Elective
CR_BMRKT_8 Bachelor of Business (Honours) in Marketing 3 Mandatory
CR_OBARM_7 Bachelor of Business in Beverage Industry Management 4 Mandatory
CR_OCULA_7 Bachelor of Business in Culinary Arts 4 Mandatory
CR_BMKTG_7 Bachelor of Business in Marketing 5 Mandatory
CR_BAGRI_8 Bachelor of Science (Honours) in Agriculture 1 Group Elective 3
CR_BHORT_8 Bachelor of Science (Honours) in Horticulture 1 Group Elective 3
CR_BENBU_7 Certificate in Entrepreneurship & Business 1 Mandatory