MKT42160 Marketing Research Methods and Data Analysis Part Time

Academic Year 2017/2018

The ever-evolving repertoire of digital technologies and channels facilitate marketer’s unprecedented in-depth consumer insight and market intelligence. This also presents challenges into strategically leveraging data into actionable and timely intelligence for planning and resource allocation both at campaign and firm level. The aim of this module is twofold. First, we aim to provide you with a comprehensive understanding of the market research process through the use of latest research, case studies and practical workshops. By the end of this course you should have a solid theoretical knowledge and practical understanding of the research process in today’s commercial context. The module is methodologically agnostic. It will reflect the full gambit of traditional (Face to Face, Pen and paper etc.) and modern (online, mobile) research techniques that reflect the approaches used in the commercial world of market research in Ireland and around the world. Secondly, his module will then focus on the application of this accumulated knowledge to the design, conduct and analyse your own market research project that will support MKT42040 Applied Digital Project. The research project chosen will need to address and support the key objectives of the MKT42040 Applied Digital Project.

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Curricular information is subject to change

What will I learn?

Learning Outcomes:

On completing this module, students will be expected to: • Understand the importance and application of marketing research in every day marketing decisions. • Gain an in-depth understanding of the marketing research process. • Learn about qualitative and quantitative research methods, and understand the benefits and limitations of each method. • Gain insight into how key players in industry use market research to inform marketing decisions. • Learn to apply the understanding of market research techniques to assist in the understanding of key objectives associated with a chosen applied project.