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MKT42540

Academic Year 2024/2025

Customer and Market Insights (MKT42540)

Subject:
Marketing
College:
Business
School:
Business
Level:
4 (Masters)
Credits:
8
Module Coordinator:
Ms Martha Fanning
Trimester:
Autumn
Mode of Delivery:
On Campus
Internship Module:
No
How will I be graded?
Letter grades

Curricular information is subject to change.

As the complexity of issues facing marketing managers has increased in recent years, so has their need for information – about the market environment, about the competition, and particularly about customers. It is now a certainty that every marketing manager (and indeed managers in many other functional areas and in general management) will frequently come in contact with market research throughout his or her career in business.
Many of you will be required to make use of market research and the insights provided by research throughout your careers. To be successful, marketing managers must be intelligent users of market research, and therefore need to have a thorough understanding of the steps involved in the market research process. The module will, therefore, be focused on integrating both theory and practice in order to provide students with an understanding of the concepts and processes of market research.
The theoretical part of the course will consist of a series of lectures designed to provide a broad overview of market research and the research process. The practical elements of the module will require students to apply this theory to a combination of individual assignments and group activities.

About this Module

Learning Outcomes:

The overall objective of this course is to examine market research as a tool for providing information and insights for marketing and business decision making. This module is designed to teach students how to plan and implement market research studies from start to finish. On completing this course, student will be expected to be able to:

1) evaluate management decisions and information needs and translate these into researchable issues,
2) review and select appropriate research design and analysis techniques,
3) identify sample design options and their impact on the research process,
4) construct data collection instruments (questionnaires/topic guides) which will effectively collect the required information,
5) analyse and interpret research data and derive actionable insights which can help to drive the business,
6) communicate research findings to decision makers so they will listen and take action

Indicative Module Content:

Introduction to Market Research
Research Process/Design
Quantitative research techniques
Qualitative research techniques
Sampling
Questionnaire/Topic Guide Design
Interviewing techniques
Data Analysis and Interpretation
Deriving insights from research data
Report Writing/Presentations
Ethics in market research

Student Effort Hours:
Student Effort Type Hours
Specified Learning Activities

60

Autonomous Student Learning

50

Lectures

24

Small Group

20

Seminar (or Webinar)

20

Total

174


Approaches to Teaching and Learning:
A series of lectures will outline the research process and relevant techniques and methods of conducting and analysing research. These will be in conjunction with a number of live/client projects, which will ensure students acquire the practical skills required to undertake research projects. Project based learning will involve in class activities and discussion, document preparation, presentations and reflective learning.

Requirements, Exclusions and Recommendations

Not applicable to this module.


Module Requisites and Incompatibles
Not applicable to this module.
 

Assessment Strategy  
Description Timing Component Scale Must Pass Component % of Final Grade In Module Component Repeat Offered
Group Work Assignment: Using Secondary research, you will be required to evaluate a potential opportunity for a company/brand and make evidence based recommendations as to potential courses of action. Week 6 Graded No

15

No
Assignment(Including Essay): You will be briefed on the objectives of a quantitative research survey and you will be required to design the questionnaire for use in the survey. You will be required to set up the questionnaire. Week 8 Graded No

25

No
Assignment(Including Essay): Your task will be to prepare the topic or discussion guide to be used for this research, conduct a number of interviews and report on the key themes and findings emerging from your research. Week 9 Graded No

30

No
Group Work Assignment: For this project, your team will be required to prepare and deliver a research presentation, designed to provide information to assist in decision making. Week 11 Graded No

30

No

Carry forward of passed components
Yes
 

Remediation Type Remediation Timing
In-Module Resit Prior to relevant Programme Exam Board
Please see Student Jargon Buster for more information about remediation types and timing. 

Feedback Strategy/Strategies

• Feedback individually to students, on an activity or draft prior to summative assessment
• Feedback individually to students, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Each of the assessment tasks will focus on an aspect of the research process which will be covered in the series of lectures. Tasks similar to the assessment tasks will be incorporated into learning projects, and ongoing feedback and tuition will be provided on these tasks. A detailed briefing will be provided for each of the assessment tasks, and individual and group feedback (as relevant) will be provided on each.