Module Description:
This is an introductory module in marketing research. It covers the broad area of marketing information - information which aids management decision making. Marketing research is a form of applied research which, while imposing on its practitioners the rigours and discipline of scientific enquiry, has the pragmatic purpose of helping management make effective decisions. While the module addresses theoretical issues in market research, the orientation of the course is applied.
Module aim
The aim of this module is to give the student an understanding of marketing research and its relevance to management decision-making; particularly, to provide the student with experience of key research techniques
Nature and scope of marketing research. Problem definition. MkIS and decision-making. Research objectives. Secondary Research. Benefits and limitations. Internal sources. Irish and international sources. Government, syndicated and commercial services. On-line sources. Primary Research. Key aspects of research planning. The research brief. The research proposal. Market research agency services. Panels. Omnibus surveys. Data Collection. Observation techniques. Mystery shopping. Personal & telephone interviewing. Use of CAPI/CATI software packages. Postal and self-completion questionnaires. Online data collection. Fieldwork and quality control. Questionnaire design. Structured questionnaire. Interviewing techniques. Response error. Measurement scales. Nominal, ordinal, interval and ratio levels. Measurement of attitudes. Validity & reliability issues.
Sampling theory and practice. Definition of the population. Probability and non-probability samples. Determining sample size. Validation of the sample. Non-response error. Internet sampling. Data preparation and processing. Using SPSSsoftware. Data reduction and basic quantitative analysis using SPSS. Frequencies, summary statistics, cross-tabulation. Report writing and presentation. Using SPSStabulation and graphics. Internet and intranet applications.
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The course will be delivered using a combination of lectures and tutorials to reinforce both the theoretical basis and applied nature of the subject. To support the applied nature of the course students will spend a period in the computer lab working with CAWI and SPSS computer software .Students will also participate in an online consumer panel.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 75 |
| Other Assessment(s) | 25 |