Module Code - Title:
MK4035
-
MARKETING RESEARCH
Year Last Offered:
2026/7
Hours Per Week:
Grading Type:
N
Prerequisite Modules:
MK4012
Rationale and Purpose of the Module:
The module specifically focuses upon the development of applied research skills which are fundamental a range of marketing contexts (e.g. sales, advertising, NPD, customer satisfaction). The purpose of the module is to expose students to different methodologies used by marketers and equip students with the skills necessary to develop research instruments, conduct fieldwork and data analysis/interpretation and present research findings. 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:
Marketing research skills will be fostered through management of an extensive student project which will facilitate development of 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 and Research presentation.
Learning Outcomes:
Cognitive (Knowledge, Understanding, Application, Analysis, Evaluation, Synthesis)
On successful completion of this module, students will be able to: Appreciate the role of effective marketing research solutions to a marketing problem.
Application of marketing research skills that can be applied to a range of marketing contexts.
Appraise the use of qualitative and/or quantitative research in practice.
Evaluate different research methodologies in order to achieve research objectives. Communicate research findings both orally and in the form of a marketing research report.
Affective (Attitudes and Values)
On successful completion of this module, students will be able to: Identify best practice to ethical research practices.
Psychomotor (Physical Skills)
N/A
How the Module will be Taught and what will be the Learning Experiences of the Students:
The module is a practice 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.
Prime Texts:
Joseph F. Hair, Jr., David J. Ortinau and Dana, E. Harrison (2024)
Essentials of Marketing Research
, Sixth Edition, McGrawHill
Other Relevant Texts:
Bryman, A. and Bell, E. (2007) Business Research Methods, 2nd edition , Oxford University Press (2007)
Business Research Methods,
, 2nd edition, Oxford University Press
Programme(s) in which this Module is Offered:
BACHELOR OF ARTS IN INTERNATIONAL BUSINESS
BACHELOR OF BUSINESS STUDIES
BACHELOR OF BUSINESS STUDIES WITH FRENCH
BACHELOR OF BUSINESS STUDIES WITH GERMAN
BACHELOR OF BUSINESS STUDIES WITH JAPANESE
BACHELOR OF BUSINESS STUDIES WITH SPANISH
Semester(s) Module is Offered:
Autumn
Module Leader:
Christina.F.OConnor@ul.ie