Module Code - Title:
MK4035
-
MARKETING RESEARCH
Year Last Offered:
2025/6
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
MK4002
Rationale and Purpose of the Module:
The module specifically focuses upon the development of applied research skills which are fundamental to understanding and undertaking marketing activities. The purpose of the module is:
* To expose students to different methodologies used by marketers.
* To develop marketing research skills that can be applied to a range of marketing contexts (e.g. sales, advertising, NPD, customer satisfaction).
* To equip students with the skills necessary to; develop research instruments, conduct fieldwork and data analysis/interpretation and present research findings.
* To encourage and support effective team work and project management.
The module is thus designed to enhance students' applied skills (and integration of theory and practice) before they embark on their coop placement.
* To promote critical reflection on the nature of information, the integrity of it and the application of a systematic and disciplined approach to information gathering.
Syllabus:
The marketing research skills will be fostered through management of an extensive student project: Developing research objectives (e.g. problem definition); Research design and creation of a research proposal; Consideration of the ethical implications of the research; Collection, analysis and interpretation of secondary data; Collection, analysis and interpretation of primary data; Research presentation.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
On completion of this module, students will:
Propose effective marketing research solutions to a marketing problem.
Develop marketing research skills that can be applied to a range of marketing contexts.
Conduct qualitative and/or quantitative research.
Defend chosen methodologies and strategies in order to achieve research objectives.
Communicate research findings both orally and in the form of a marketing research report.
Develop team-working and time-management skills.
Affective (Attitudes and Values)
Display a professional commitment to ethical research practices.
Cooperate in a professional manner with team members and clients.
Psychomotor (Physical Skills)
N/A
How the Module will be Taught and what will be the Learning Experiences of the Students:
The module involves lectures, tutorials and workshops. It is a project-based module, which emphasises learning by doing. For this purpose, student groups are provided with guidance on an on-going basis throughout the semester. Furthermore, the project is broken down into components to facilitate provision of timely feedback, incremental learning, reflection, and smooth development of the final report. Furthermore, a reflective component is suggested where appropriate to allow students to reflect on the challenges and breakthroughs experienced. Students are thus encouraged to deeply engage with research methods and research ethics, to take initiatives and to professionally manage the process and the outcome of the research project.
Research Findings Incorporated in to the Syllabus (If Relevant):
Prime Texts:
Kent, R. (2007)
Marketing Research: Approaches, Methods and Applications in Europe
, Thomson Learning
Domegan, C. and Fleming, D. (2007)
Marketing Research, 3rd edition
, Gill and McMillan
Other Relevant Texts:
Bryman, A. and Bell, E. (2007)
Business Research Methods, 2nd edition
, Oxford University Press
Programme(s) in which this Module is Offered:
BBBSFRUFA - FRENCH
BBBSGEUFA - GERMAN
BBBSJAUFA - JAPANESE
BBBUSTUFA - BUSINESS STUDIES
Semester(s) Module is Offered:
Autumn
Module Leader:
Christina.F.OConnor@ul.ie