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. Students are introduced to the fundamentals of information collection, information analysis, storage and retrieval, and communication.
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. The marketing research process. Research errors. Ethics in marketing research
• Problem definition. MkIS and decision-making. Research objectives. Research design.
• 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 & online interviewing. Use of CAPI/CATI/CAWI software packages. Postal and self-completion questionnaires. 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 SPSS software. Data reduction and basic quantitative analysis using SPSS. Frequencies, summary statistics, cross-tabulation.
• Report writing and presentation. Using SPSS tabulation and graphics. Internet and intranet applications.
• Introduction to qualitative research. Focus groups, depth interviews, projective techniques.
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 SPSS computer software.
The project will involve students planning and implementing a consumer survey, utilising SPSSÆ computer software. Student project work and the end-of-year examination will be assessed in accordance with the aim and learning outcomes stated above.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 40 |
| Other Assessment(s) | 60 |