The essential prerequisite for successful decision-making, for either a multinational corporation or a single-person operation, is information. In the case of marketing, particularly where the emphasis is on continually satisfying customer needs in an ever changing environment, the only means available to succeed over time, is through researching the customer, the market, the product and the overall environment. Thus, for anybody proposing to enter the marketing profession, it is essential that he or she have a good understanding of marketing research.
Introduction to Marketing Research
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Research Design and the Research process
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Secondary Research - sources, evaluation
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Irish Government and commercial research available
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Primary Research objectives and rationale
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Sampling theory and practice
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Quantitative Research Designs and Analysis
Questionnaire Design Measurement and ScalingData preparation for analysis
Survey, Observation and Experiments
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Qualitative Research Designs and Analysis
Focus groupsProjective TechniquesDepth InterviewsQualitative Data Analysis
Marketing Research Reports and their Presentation
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While much of the subject matter will be presented using lectures, the essential thrust of this course is to focus on the learner's own research needs and to demonstrate how professional researchers have approached these issues. The continuous assessment element of the programme will therefore be an end-to-end research project where the student will gain practical experience of the marketing research process. Where available, video presentations, web resources and occasional guest lecturers will illustrate the techniques as they are currently practiced.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 40 |
| Other Assessment(s) | 60 |