This module includes both lecture and practical classes. Learners will be introduced to the theory of marketing research in their lecture classes and will have an opportunity to develop their practical skills in their SPSS classes and also through their practical assessments. The module aims to develop not just theoretical knowledge, but also practical competency in marketing research skills. The teaching & learning strategy is thus very practical and applied in its nature.
Practicals – the emphasis on hands-on exploration of data using statistical software will develop statistical reasoning and data analysis skills. Learners will be supported by a range of online resources, including how-to videos, interactive multimedia presentations on statistics and relevant e-book chapters.
Module Aim:
The aim of this module is to develop the learner’s knowledge, skills, and competency in the field of marketing research: to demonstrate the importance of research to marketing, to develop a deeper understanding of the methodologies of marketing research and build skills in the areas of research methodology design, implementation, analysis & reporting.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Prepare a research proposal.
LO2
Distinguish between the various secondary & primary research methods and develop and implement a research methodology.
LO3
Report secondary & primary research findings, research conclusions & recommendations.
LO4
Analyse, interpret and present data using statistical software (SPSS).
LO5
Critically evaluate their own and others research.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
7216
RECH H2403
Marketing Research: Theory & Practice
Incompatible Modules
These are modules which have learning outcomes that are too similar to the learning outcomes of this module.
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.
No requirements listed
Module Content & Assessment
Indicative Content
Research Proposal
Formulation of research proposal
Methodology Development
Review of stages in methodology development
Critical evaluation of methodology design
Development of research methodology
Secondary Research Practice
Sourcing secondary data
Critical evaluation of secondary data
Interpretation of secondary data
Referencing secondary sources
Survey approach
Research instruments – questionnaire design, implementation
Limitations
Data Analysis & Interpretation
Analysis of primary & secondary research
Interpretation of primary & secondary research
Drawing conclusions
Formulating recommendations
Presentation of Research
Written presentation of research methodologies & findings
Oral presentation of research methodologies & findings
Introduction to SPSS
Using the Data Editor: Data Coding and Entry; Defining Variables; Value labels; Missing values; and, Modifying and recoding data values; Analysing and interpreting data: Frequencies; Descriptive Statistics; Explore and Cross tab procedures; and, Multiple Response Procedures; Exploring Sub-Groups of datasets: Select procedure and the split file procedure; Linear Correlation and Regression; Normal distribution; Confidence Intervals; Introduction to Hypothesis Testing (parametric, non-parametric); Using the Output Editor: Creating and modifying Charts; Changing Table Looks; and, Exporting tables and charts to other applications
Assessment Breakdown
%
Project
85.00%
Practical
15.00%
No Continuous Assessment
Project
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
Learners will be required to design, implement, and report a piece of marketing research. Learners will also be required to critically evaluate their own, and other's work.
1,2,3,4,5
85.00
Sem 2 End
Practical
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Practical/Skills Evaluation
SPSS practical test(s) - Tests integrate use of SPSS, reporting and explanation of statistics .
4
15.00
Sem 2 End
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment