Marketing Research MK 301
Marketing Research MK 301
- Course Outline -
Objective
“To be successful, a business must direct all its efforts to giving customers what they
want, while still earning a profit. The critical factor to the attainment of such market
dominance is the extensive use of Marketing Research. To be truly marketing
orientated, companies have to be information-orientated. Marketing Research is
about generating and interpreting information to assist management with decisionmaking.” (Domegan and Fleming, 2007, pp. 2-13).
The purpose of this course is to critically reflect upon the what, how, where, when and
why of Marketing Research.
Lecturer
Class Times
Name
Office
Ext
E-mail
Dr. Christine
Domegan
Room 334, 2nd Floor,
Marketing, Cairnes
School
2730
christine.domegan@nuigalway.ie
Day
Time
Venue
Lectures
Wednesday
11am-1pm
LH1 St Anthonys/CA111
Lectures
Friday
11am-1pm
SC004 Charles McMunn Theatre
Upon completion of this course, students will have achieved the following:
Overall
Learning
Outcomes
Knowledge based outcomes:
 A comprehensive understanding of marketing research theory and practice.
 Express the role and function of marketing research in marketing strategies and
information management.
 Discuss the conceptual and methodological issues that
underlie the various stages of the marketing research process.
 Acquire an in-depth knowledge of the tools and
techniques in Marketing Research.
 Be able to apply marketing research concepts, tools and skills learnt to various
business contexts and be capable of analysing a variety of marketing scenarios and
designing appropriate contextual market research techniques.
 Be cognisant of challenges faced, and evaluate techniques employed, in designing
and conducting market research.
Skills based outcomes:
 A full understanding of accessing material through the library databases.
Dr. Christine Domegan | Marketing Research MK301
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Marketing Research MK 301
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Programmes
Write up a professional research report.
Undertake desk search.
Present, in written form, your research ideas.
Choose effective and efficient research strategies and
methods appropriate to a given a certain set of circumstances
Manage teamwork and time schedules.
Be sensitive to the problems and challenges in doing marketing research.
Experience of working in groups, to specific deadlines.
Greater experience in presentation skills.
B.Comm/ B.Comm International
The final grade for this 10ects course will be calculated as follows:-
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15%
25%
60%
Secondary Research Assignment
Primary Research Assignment
Final Exam
Secondary Data Research Project, Assignment 1
Due:
Wednesday, October 13th, 11am in class.
Value:
15%
Format:
7-12 page professional, typed, hard & soft copy report.
In groups of 4 (max; 3 Irish and 1 Visiting Student), submit a full technical
secondary data search, analysis and report on the “Use and Abuse of Disabled
Car Parking Spaces in Ireland”.
Assessment
(a)
(b)
(c)
(d)
(e)
(f)
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Give a brief background to the topic.
Provide an overview of the industry.
Document the market sizes, using multiple sources.
Profile market trends over the past two years.
Detail the top reasons for, and potential barriers to such behaviour.
Include a completed group assessment agenda.
You are not to contact any person from any company in question.
All supporting materials, figures, definitions and assumptions etc., must be
provided in appendices and are not included in the 7-12 page report limit.
All secondary sources to be fully referred to in bibliography.
Observational Study, Assignment 2
Due:
Wednesday 24th November, 11am in class.
Value:
25%
Format:
15-20 page professional, typed, hard & soft copy report.
In groups of 4 (max) conduct an Observational Study in an assigned Disabled
Car Parking Space and present a written report on the “The Use and Abuse
of Disabled Parking Spaces in Galway City ” to include:
Dr. Christine Domegan | Marketing Research MK301
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Marketing Research MK 301
(a)
(b)
(c)
(d)
A designed observational questionnaire.
The pre-tested observational questionnaire and changes needed.
A minimum of 20 hours observation (2 x 10hrs or 4 x 5hrs)
A discussion of the data gathering process, the fieldwork, time
schedule and ethical guidelines.
(e) A completed group assessment agenda.
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Your observational questionnaire and schedule must be agreed with
course lecturer in advance.
All supporting materials, figures etc., must be provided in appendices, not
included in the 15-20 page limit.
All secondary sources to be fully referred to in bibliography.
Both assignments are in conjunction with and supported by the
Disabled Drivers Association of Ireland
Supporting materials and details of the requirements of both written research
assignment are posted on Blackboard.
Written Examination: 60%
In this final three hour pre-Christmas exam, worth 60%, you will be asked to
answer four out of six questions. The questions will be a mixture of
conceptual issues and applied matters. Previous exams papers are
available from examinations office website. Candidates must pass
written examination to be awarded marks for assignments/class participation.
Note: A minimum of 35% is required in the final written examination before marks
for continuous assessment can be included in the determination of the overall mark
for the subject.
Credit weighting:
Workload
Lecture hours:
Assignment work and independent study:
Examination:
Total Student Effort:
10 ECTs
48 (12wks x 4 hrs)
200
3 hours
250 Hours
Required reading in Textbooks :
Course Readings
“Marketing Research”, by Eric Shui, Joseph Hair, Robert Bush and David Ortinau.
ISBN: 978-007711706-1, McGraw-Hill 2009. Available in the University bookshop.
“Marketing Research in Ireland, Theory & Practice” by Christine Domegan &
Declan Fleming. (3rd Edition) 2007. ISBN : 978-0-7171-4200-2
Dr. Christine Domegan | Marketing Research MK301
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the
Marketing Research MK 301
Date
Topic
Reading
September 8th
Overview of course and introduction
Course Outline
September 10th
Marketing Research Introduced
Chapter 1
September 15th
The Marketing Research Process
Chapters 2 & 3
Problem Definition and Research Design
Chapters 2 & 3
September 17th
September 22nd
September 24th
September 29th
Guest Speaker:
Mr. Kenneth Fox, Chief Executive,
Disabled Drivers Association of Ireland.
Secondary Sources of Data
Guest Speaker “Mintel”.
Secondary Sources of Data
Chapter 4 & handout
Qualitative data Projective Techniques, In-
Chapter 5
depth Interviews
Qualitative data Focus Groups
October 1st
Chapter 4
Chapter 6
Guest Speaker:
Sinead Duane, Safefood Research Fellow
October 6th
Quantitative data Surveys
Chapter 7
October 8th
Quantitative Research: Observation and Panels
Chapter 9
October 13th
Quantitative Research: Observation and Panels
Chapter 9
October 15th
Questionnaire Design and Field Work
Chapter 10
October 20th
Measurement Construct Development &
Scales of Measurement
Chapter 11
October 22nd
Attitude Measurement
Chapter 12
October 27th
The Sampling Process
Chapters 13 & 14
October 29th
Sample Size Determination
Chapters 13 & 14
November 3rd
Causal Research
Chapter 8
November 5th
Experimentation
Chapter 8
November 10th
Data Preparation and Processing
Chapter 15
November 12th
Qualitative Data Analysis
Blackboard handout
November 17th
Quantitative Data Analysis
Chapters 16 &17
November 19th
Quantitative Data Analysis
Chapters 18 & 19
November 24th
Presentation and Communication of Findings
Chapter 20
November 26th
Course Review and Exam preparation
Dr. Christine Domegan | Marketing Research MK301
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