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MKT30050

Academic Year 2024/2025

Consumer Insight: Research and Data Planning (MKT30050)

Subject:
Marketing
College:
Business
School:
Business
Level:
3 (Degree)
Credits:
5
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.

Market research provides management with the information needed to identify and solve marketing problems. The overall objective of the course is to provide students with a fundamental understanding of the field of market reseasrch. This course is designed to introduce students to the central concepts of market research, the methods of conducting market research and how to use research to solve the problems faced by marketing and business managers. The course looks at each stage of the research process from problem definition, to research design, collecting data, data analysis and reporting results. As part of this module students will be required to undertake a research project from start to finish. This module is relevant for those considering a career in marketing or general managemnt, and essential for students interested in persuing a career in Market Research.

About this Module

Learning Outcomes:

On successful completion of this module students should be able to:
- Explain the role of market research and the market research process
- Identify the different research approaches and be able to develop a research plan
- Use appropriate secondary research sources to clarify marketing problems
- Critically evaluate the methodology used to collect research data
- Analyse and interpret market research data
- Design and produce a market research report and presentation.

This module will provide students with the knowledge and skills required to undertake and present a research project, from defining a marketing problem to compiling, analysing and interpreting the data, and making appropriate recommendations based on the findings.

Student Effort Hours:
Student Effort Type Hours
Lectures

24
Small Group

45
Specified Learning Activities

5
Autonomous Student Learning

40
Total

114

Approaches to Teaching and Learning:
Each week’s content will be delivered through a mix of lectures, in-class discussions, case-study analysis and guest lectures from industry practitioners. For the majority of classes, I will mainly use a limited number of Power Point slides to deliver the brief theory, followed by class discussion on a case study or sample report to better understand the role of market research in business and marketing decisions. In later classes, some time will be spent reviewing progress on the group projects and working through project issues as they arise.

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: Working in groups, students are required to undertake both primary and secondary research on a specific topics and analyse and present the results. Week 5, Week 7, Week 11 Graded No
30
 No
Reflective Assignment: A critical reflection on the Group Project submitted one week after all group presentations Week 12 Graded No
10
 No
Exam (Take-Home): Take home, open book exam. Students have 3 days to complete 3 out of 5 questions posed. Students are expected to demonstrate an understanding of theory and practical application via case studies. Week 15 Graded No
60
 No

Carry forward of passed components
No
 

Resit In Terminal Exam
Spring Yes - 2 Hour
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?

There is ongoing feedback on the group project, informally, in class each week as well as formally for the graded components. There is formal individual feedback on both individual components; the reflective essay and the exam.

Timetabling information is displayed only for guidance purposes, relates to the current Academic Year only and is subject to change.
Autumn Lecture Offering 1 Week(s) - Autumn: All Weeks Wed 16:00 - 17:50
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