Module Title:Marketing Research: Theory & Practice
Credits: 10
NFQ Level:7
Module Delivered In 1 programme(s)
Teaching & Learning Strategies: 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
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
Qualitative Research Practice
Focus groups – design, implementation, interpretation In-depth interviews – design, implementation, interpretation Limitations
Quantitative Research Practice
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%
No Continuous Assessment
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
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

ITCarlow reserves the right to alter the nature and timings of assessment


Module Workload

Workload: Full Time
Workload Type Frequency Average Weekly Learner Workload
Lecture Every Week 2.00
Practicals Every Week 1.00
Independent Learning Time Every Week 4.00
Total Hours 7.00
Workload: Part Time
Workload Type Frequency Average Weekly Learner Workload
Independent Learning 26 Weeks per Stage 3.10
Lecture 26 Weeks per Stage 1.50
Total Hours 119.50

Module Delivered In

Programme Code Programme Semester Delivery
CW_HHMKT_B Bachelor of Business (Honours) in Marketing 3 Mandatory