Learners will be introduced to the theory and practice of marketing research. The module aims to develop not just theoretical knowledge, but also practical competency in marketing research skills. The knowledge gained in this module will support the practical application of marketing research in other programme modules.
Module Aim:
The aim of this module is to develop the learner's knowledge in the field of marketing research; to
demonstrate the importance of research to marketing decisions; and develop a skills of marketing research practice.
Learning Outcomes
On successful completion of this module the learner should be able to:
LO1
Design and undertake market & customer research using secondary research methods in an ethical manner.
LO2
Design and undertake market & customer research using primary research methods in an ethical manner.
LO3
Communicate research findings to a professional standard.
Pre-requisite learning
Module Recommendations
This is prior learning (or a practical skill) that is recommended before enrolment in this module.
No recommendations listed
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
Role of Marketing Research & Research Ethics
Role of marketing research in business -
Digital era impact and implications -
Marketing research sector -
Ethical considerations in marketing research - Marketing research used as a promotional tool
Proposal & Methodology
Role of research proposals & research briefing documentation -
Scoping of research projects -
Review of stages in methodology development -
Critical evaluation of methodology design
Secondary Research
Sourcing secondary data -
Critical evaluation of secondary data -
Interpretation of secondary data -
Referencing secondary sources - Digital literacy for secondary research - Visualisation of data
Qualitative & Quantitative Research
Online and offline methods including focus groups, consumer panels, interviews, observation, netnography, surveys, technological/digital developments (e.g. AI developments), videography, social media listening. Focus on design, implementation and limitations.
Data Analysis & Interpretation
Analysis of primary & secondary research - Data analytics & visualisation -
Interpretation of primary & secondary research - Drawing conclusions & formulating recommendations
Communication of Research
Communication of research - written, oral, data visualisation, dashboards, ensuring dissemination, communication with non-research audiences.
Assessment Breakdown
%
Project
100.00%
Continuous Assessment
Assessment Type
Assessment Description
Outcome addressed
% of total
Assessment Date
Project
Research project to include evidence of both primary and secondary research. Project is likely to take the form of a market analysis using
secondary research knowledge & skills and customer analysis using primary research and data analysis / visualisation knowledge & skills.
1,2,3
100.00
Sem 1 End
No Project
No Practical
No End of Module Formal Examination
SETU Carlow Campus reserves the right to alter the nature and timings of assessment