Registry

Module Specifications

Current Academic Year 2012 - 2013
Please note that this information is subject to change.

Module Title	Market Feasibility Research
Module Code	MG115
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Yuhui Gao Semester 2: Geraldine Lavin Autumn: Yuhui Gao
NFQ level	8	Credit Rating	10
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

This module aims to provide students with a sound understanding of both qualitative and quantitative research methodologies. The module looks at each stage of the market research process from initial problem definition, through to the presentation of the final results. Demonstrations of using computer software SPSS for data analysis are also provided.

Learning Outcomes

1. Understand the role of marketing research and the marketing research process.
2. Understand the different research approaches and to be able to develop a research plan.
3. Evaluate the methodology and the measures employed to collect both qualitative and quantitative data.
4. Develop skills in interpreting and analysing both qualitative and quantitative data.
5. Search and critically evaluate market data.
6. Develop skills in writing reports such as citing and referencing.
7. Develop presentation and communication skills.

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	40	lecture
Lecturer-supervised learning (contact)	8	In-class presenations
Directed learning	80	Reading and research related to lectures
Lab	8	SPSS tutorials
Group work	30	Preparation of group project and presentations
Independent learning	84	General reading, research and exam preparation
Total Workload: 250

All module information is indicative and subject to change. For further information,students are advised to refer to the University's Marks and Standards and Programme Specific Regulations at: http://www.dcu.ie/registry/examinations/index.shtml

Indicative Content and Learning Activities

Introduction to marketing research.
problem definition, research processes, research ethics.

The research process and qualitative research procedures.
indirect and direct approaches: projective techniques, in-depth interviews, focus groups, personal observation and ethnography.

Qualitative data analysis and report writing.
frameworks and classification techniques, presenting findings.

Research design in quantitative studies.
use of secondary data, surveys.

Surveys.
measurement and scaling, questionnaire design, sampling design and procedures, data preparation.

Analysing quantitative data.
descriptive statistics, hypothesis testing, cross-tabulations, multi-variate analysis using statistical package SPSS.

Assessment Breakdown
Continuous Assessment	50%	Examination Weight	50%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Group presentation	Group projct presentation	5%	Sem 2 End
Group presentation	Group Presentation I	5%	Every Week
Other	Class Participation (individual assessment)	10%	Every Week
Group project	Written Project Report	20%	Sem 2 End

Reassessment Requirement
Resit arrangements are explained by the following categories; 1 = A resit is available for all components of the module 2 = No resit is available for 100% continuous assessment module 3 = No resit is available for the continuous assessment component
This module is category 1

Indicative Reading List

McGovern, Yvonne: 2009, The Practice of Market and Social Research: An Introduction, 3rd, Financial Times, Prentice Hall, London,
Naresh K. Malhotra,: 0, Basic Marketing Research, 9780136037903

Other Resources

3582, SPSS software, 0, 3583, Various secondary data sources (incl. databases), 0,

Array

Programme or List of Programmes

BSSA

Study Abroad (DCU Business School)

BSSAO

Study Abroad (DCU Business School)

ECSA

Study Abroad (Engineering & Computing)

ECSAO

Study Abroad (Engineering & Computing)