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Parent Programme
Bachelor of Business
MODULE NFQ
Level 7
MODULE CREDIT UNITS
ECTS: 5
MODULE TITLE
Marketing Research
Reference Code: BB7 703
STAGE
Year 3
Fall Semester 1
12 Weeks Full-Time X 2.40 Hours per week
12 Weeks Part-Time X 1.75 Hours per week

Minimum Intended Learning Outcomes (MIMLOs)

Upon successful completion of this module, the learner should be able to:
LO 1
Apply the Marketing Research Process to an identified marketing problem or opportunity.
LO 2
Evaluate the research design, sampling, and data collection techniques suitable to a research scenario.
LO 3
Examine data collected from a questionnaire using descriptive and inferential data analysis methods.
LO 4
Evaluate qualitative data using an appropriate qualitative data analysis technique.

Assessment

MIMLOs
Assessment
Percentage
1
CA
20%
1, 2, 3, 4
Project – Market Research Report supported by primary data collection
80%

Reassessment Opportunity

Where the combined marks of the assessment and examination do not reach the pass mark the learner will be required to repeat the element of assessment that they failed. Reassessment materials will be published on Moodle after the Examination Board and will be aligned to the MIMLOs and learners will be capped at 40% unless there are personal mitigating circumstances.

Marketing Research

Aims & Objectives

The aims of this module are to:

  • Equip the learner with a structured framework to carry out marketing research. This framework, referred to as The Marketing Research Process, is a start to finish process for carrying out research, and should allow for a comprehensive marketing research report to be completed as an output.
  • Allow the learner to gain experience and develop skills in providing intelligible insights to applied marketing decisions, through research informed solutions.
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