The aim of this module is to understand the importance of market research for a company no matter what industry they operate in. There are a number of text books that focus on market research-the one that I would highly recommend is Market Research in Ireland by Domegan and Fleming. It is an easy to read textbook with some Irish case studies included. As we go through the module I will be referring to some of the modules in the textbook.
The course will begin by analysing the role and development of market research. The next stage is to discuss in detail the stages involved in the market research processs. In essence this will cover the majority of elements in the course. This is also an important part of the module as it often appears as an exam question. As part of the market research process we have to identify why companies need information and where to obtain it. If companies cannot obtain the information that they require (for whatever reason) they can undertake what we refer to as primary research and this can take many forms such as surveys, observation and experiments. There is also the issue of measurement and attitude scales which are commonly used in questionnaires. or surveys. There are a number of different scales that can be used to gauge the attitudes of a respondent.
If a company is to undertake primary research there is the issue of who to include in a survey, observation or an experiment. This is referred to as sampling. Again this is another significant part of the module due to the fact that if the wrong sample is chosen the information that is gathered may be of no use to the company.
The final part of the course will focus on a number of issues including international market research, industrial market research and of course ethical concerns concering market research.
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