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MKT30050

Academic Year 2026/2027

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 research. 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 management, and essential for students interested in pursuing a career in consumer insight.

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 approach
- Use appropriate secondary research sources to clarify marketing problems
- Critically evaluate the methodology used to collect primary research
- Analyse and interpret primary and secondary data, translating findings to insights where relevant
- Prepare and deliver a consumer insight report based on primary and secondary sources.

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.

UNESCO highlights a set of key competencies that support individuals in their development and support society in achieving the UN Sustainable Development Goals (SDGs). UCD has adapted these competencies and is combining them with others to form a general framework of learning competencies. This module will help you develop the competencies below to the levels specified. 
Learning Competency Additional Information Level

Collaboration

 The ability to learn from others; to understand and respect the needs, perspectives and actions of others (empathy); to understand, relate to and be sensitive to others (empathic leadership); to deal with conflicts in a group; and to facilitate collaborative and participatory problem solving. Advanced Beginner

Critical Thinking

 The ability to question norms, practices and opinions; to reflect on one’s own values, perceptions and actions. Competent

Systems Thinking

 The ability to recognize and understand relationships; to analyse complex systems; to think of how systems are embedded within different domains and different scales; and to deal with uncertainty. Advanced Beginner

Strategic

 The ability to collectively develop and implement innovative actions that further sustainability at the local level and further afield. Advanced Beginner

Integrated Problem Solving

 The overarching ability to apply different problem-solving frameworks to complex sustainability problems and develop viable, inclusive and equitable solution options that promote sustainable development, integrating the competencies in this list. Not addressed

Self-awareness

 The ability to reflect on one’s own role in the local community and (global) society; to continually evaluate and further motivate one’s actions; and to deal with one’s feelings and desires. Novice

Normative

 The ability to understand and reflect on the norms and values that underlie one’s actions; and to negotiate values, principles, goals, and targets, in a context of conflicts of interest and trade-offs, uncertain knowledge and contradictions. Advanced Beginner

Anticipatory

 The ability to understand and evaluate multiple scenarios for the future – possible, probable and desirable; to create one’s own visions for the future; to apply the precautionary principle; to assess the consequences of actions; and to deal with risks and changes. Advanced Beginner

Digital Literacy and Judgement

 The ability to access, evaluate, create and communicate information in digital environments; to engage critically, ethically and responsibly with digital technologies and digital information; to understand their opportunities, limitations, risks and impact on individual’s digital identities; and to exercise informed judgement in digital participation and decision-making. Advanced Beginner

AI Literacy & Agency

 The ability to understand, critically evaluate and responsibly engage with artificial intelligence; to recognise how AI systems are shaped by human values; to assess their ethical, social and environmental implications; and to exercise human judgement, agency and accountability in AI-related contexts. Advanced Beginner

Wellbeing

 Wellbeing is having the resources and skills to meet life's challenges, including attributes such as personal development skills, resilience, stress management, strengths, lifestyle skills, nutrition, physical activity, sleep, alcohol/substance use, academic skills, time management, goal setting, interpersonal skills, group work, communication. Novice

Student Effort Hours:
Student Effort Type Hours
Specified Learning Activities

5
Autonomous Student Learning

40
Lectures

24
Small Group

45
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. The majority of classes will combine 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. As the group project progresses, time will be spent reviewing progress and working through project issues as they arise.

AI will be used at various stages of the group project, as a springboard for project design, developing questions and sense checking secondary and primary data sources. Students are obliged to clearly identify which areas have been supported by AI.

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
Exam (In-person): Answer 3 out of 5 questions. End of trimester
Duration:
2 hr(s)
 Graded No
60
 No
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 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

As part of UCD's student support, under the Additional Consideration policy, extensions may be available for the following assessments in the module: Assignment (including essay/poster), Portfolio, Reflective Assignment, Report(s), and Individual Project.


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, post-assessment
• Group/class feedback, post-assessment

How will my Feedback be Delivered?

Group Project: There is ongoing feedback on the group project, informally, in class each week as well as formally for the two graded components. Reflective Essay: There is formal individual feedback on the reflective essay. Exam: There is formal individual feedback on 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 Tues 13:00 - 14:50
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