Registry

Module Specifications

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

Module Title	Applied Market Research
Module Code	MG204
School	DCUBS
Online Module Resources
Module Co-ordinator	Semester 1: Naoimh O'Reilly Semester 2: Louise Maguire Autumn: Naoimh O'Reilly
NFQ level	8	Credit Rating	5
Pre-requisite	None
Co-requisite	None
Compatibles	None
Incompatibles	None

Description

To provide students with an understanding of the methods and techniques involved in Market Research. Students will become familiar with all stages of the Market Research process from initial problem definition through to presentation of final results.

Learning Outcomes

1. Discuss the role of market research within a business context
2. Develop a research plan
3. Identify and describe different research approaches
4. Construct a research report and present research findings.
5. Describe various qualitative research methods
6. Design and administer a questionaire
7. Analyse quantitative data
8. Conduct a qualitative interview

Workload	Full-time hours per semester
*Type*	*Hours*	*Description*
Lecture	24	Course material
Group work	30	Reading, analysis and collecting data
Assignment	10	preparation
Examination	20	preparation
Library	24	weekly course reading
Independent learning time	17	reading and researching
Total Workload: 125

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

Indicative SyllabusAn overview of Marketing Research.
Introduction, definitions and uses of market research, the process involved in researching a market. Ethical behaviour in conducting research. The Research Approach:Problem definition, types of information needed, alternative research designs available. Secondary Data Collection:Using the Internet, Internal and external sources of secondary data, sources of secondary data in Ireland, Primary Data Collection I - Qualitative Design & Analysis:Qualitative Research Techniques - observation, focus groups, depth interviews and projective techniques.Approaches to analysis, knowing your data, coding and the analytical process. Primary Data Collection II - Quantative Design:Interviewing, panels and omnibuses. Sampling:Sampling theory, probability and non-probability samples. Measuring Attitudes:Importance of attitudinal data. Comparative and non-comparative scaling. Questionnaire Design: Question content, wording and order. Design, layout and appearance of the questionnaire. Managing The Research Project:Organising and briefing your fieldworkers, beginning data imputing, checking progress. Analysing Quantitative Data:Descriptive statistics, cross-tabulations, multi-variate analysis. Communicating and Reviewing Your Findings:Presentations and Report Writing. NB: All topics listed will be covered in class lectures. Where there are 2-hour lectures, additional case study discussions will take place. In addition, pending final student numbers, weeks 10-11 may be rescheduled to accommodate student presentations of their assignment. Accordingly, this descriptor is subject to re-organisation at the lecturer's discretion..

Assessment Breakdown
Continuous Assessment	50%	Examination Weight	50%

Course Work Breakdown
Type	Description	% of total	Assessment Date
Practical/skills evaluation	n/a	50%	Week 8

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

Saunders, M., Lewis, P. and Thornhill, A.: 2009, Research Methods for Business Students, 5th,
Bryman, A. & Bell, E.: 2007, Business Research Methods,
McGivern, Y.: 2006, The Practice of Market and Social Research,
Malhotra, N.: 2000, Marketing Research: An Applied Orientation,

Other Resources

None

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