Short Title:Research Methods
Full Title:Research Methods
Language of Instruction:English
Module Code:REMT H2000
 
Credits: 5
Field of Study:Marketing and advertising
Module Delivered in 8 programme(s)
Reviewed By:GLENN MEHTA
Module Author:Lesley Haughan
Module Description:This Module Aims to introduce the student to the nature and process of marketing research methods and it's implementation in marketing related activities.
Learning Outcomes
On successful completion of this module the learner will be able to:
LO1 Appreciate the importance of a good marketing research system and its contribution to the decision making process
LO2 Identify and describe the steps involved in the marketing research process.
LO3 Recognize both the qualitative and quantitative research methodologies used by the researcher.
LO4 identify and use the various techniques and procedures involved in marketing research.
LO5 tabulate, analyse and present primary research data
 

Module Content & Assessment

Course Work
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Project • Continuous assessment may be in class or project/research based. They may also be either individual or group assignments depending on the nature of the assignment. Students will carry out a research exercise. Assessment may be based on research problem definition, research design, sampling decisions and design of survey instrument (e.g. Questionnaire). This assessment may also include presentation of project. 1,2,3,4 40.00 Ongoing
End of Module Formal Examination
Assessment Type Assessment Description Outcome addressed % of total Assessment Date
Formal Exam End-of-Semester Final Examination 1,2,3,4 60.00 End-of-Semester

IT Tallaght reserves the right to alter the nature and timings of assessment

 

Module Workload

Workload: Full Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Lecture and discussion on theory and practice of marketing research 2.00 Every Week 2.00
Lecturer/Lab Instruction in SPSS and preparation and analysis of data 1.00 Every Week 1.00
Independent Learning Research, Reading and Group Work 6.00 Every Week 6.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 3.00
Workload: Part Time
Workload Type Workload Description Hours Frequency Average Weekly Learner Workload
Lecture Lecture and discussion on theory and practice of marketing research 2.00 Every Week 2.00
Independent Learning No Description 7.00 Every Week 7.00
Total Weekly Learner Workload 9.00
Total Weekly Contact Hours 2.00
 

Module Resources

Required Book Resources
  • Zikmund, W & Babin, Barry, J. 2016, Essentials of Marketing Research, 6th Ed., Cengage USA [ISBN: 9781305263475]
Recommended Book Resources
  • Malhotra, N. 2015, Essentials of Marketing Research, 5th Ed., Pearson International [ISBN: 9780273724339]
  • Alvin C. Burns, Ronald F. Bush 2017, Marketing research, 8th edition Ed., Prentice Hall Upper Saddle River, N.J. [ISBN: 9780136027041]
  • Domegan, C. and Flemming D. 2007, Marketing Research in Ireland: Theory and Practice, 3rd ed Ed., Gill and Macmillan Dublin
  • Robert H. Carver, Jane Gradwohl Nash, 2012, Doing Data Analysis with SPSS, 5th Ed., Cengage UK [ISBN: 9780840049162]
  • Silverman, D 2016, Qualitative Research, 4th Ed., SAGE INT
Recommended Article/Paper Resources
  • The Journal of Marketing Research, European Journal of Marketing.
Other Resources
  • Various: Case materials and SPSS tutorials
  • Directory: SAGE Research MethodsSAGE Research Methods, Various
  • Websites: ESOMAR, AIMRO, Euromonitor, Nielsen.com etcIndustry Sites, Various
 

Module Delivered in

Programme Code Programme Semester Delivery
TA_BAMCO_B Bachelor of Arts (Honours) in Advertising & Marketing Communications 4 Mandatory
TA_BAMCO_D Bachelor of Arts in Advertising and Marketing Communications 4 Mandatory
TA_BMKDM_D Bachelor of Arts in Digital Marketing 4 Mandatory
TA_BAMKT_B Bachelor of Business (Honours) in Marketing 4 Mandatory
TA_BMKTG_B (1 year add on) Bachelor of Business (Honours) in Marketing Management 4 Mandatory
TA_BMKTG_D (1 year add on) Bachelor of Business in Marketing 4 Mandatory
TA_BAMKT_D Bachelor of Business in Marketing 4 Mandatory
TA_BMKTG_C Higher Certificate in Business in Marketing 4 Mandatory