Marketing Research

University of Limerick

Course Description

  • Course Name

    Marketing Research

  • Host University

    University of Limerick

  • Location

    Limerick, Ireland

  • Area of Study

    Marketing, Research

  • Language Level

    Taught In English

  • Prerequisites

    Prerequisites: MK4002

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • ECTS Credits

  • Recommended U.S. Semester Credits
  • Recommended U.S. Quarter Units
  • Overview

    Rationale and Purpose of the Module: The module specifically focuses upon the development of applied research skills which are fundamental to understanding and undertaking marketing activities. The purpose of the module is:
    * To expose students to different methodologies used by marketers.
    * To develop marketing research skills that can be applied to a range of marketing contexts (e.g. sales, advertising, NPD, customer satisfaction).
    * To equip students with the skills necessary to; develop research instruments, conduct fieldwork and data analysis/interpretation and present research findings.
    * To encourage and support effective team work and project management. The module is thus designed to enhance students' applied skills (and integration of theory and practice) before they embark on their coop placement.
    * To promote critical reflection on the nature of information, the integrity of it and the application of a systematic and disciplined approach to information gathering.

    Syllabus: The marketing research skills will be fostered through management of an extensive student project: Developing research objectives (e.g. problem definition); Research design and creation of a research proposal; Consideration of the ethical implications of the research; Collection, analysis and interpretation of secondary data; Collection, analysis and interpretation of primary data; Research presentation.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.

ECTS (European Credit Transfer and Accumulation System) credits are converted to semester credits/quarter units differently among U.S. universities. Students should confirm the conversion scale used at their home university when determining credit transfer.

Please reference fall and spring course lists as not all courses are taught during both semesters.

Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.


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