MKTG06034 2022 Marketing Research and Customer Care

Marketing Research and Customer Care

Marketing Rsch and Cust Care

MKTG06034

N/A %

MKTG - 0414 Marketing & Advertising

BUS - Business

06 - Level 6

05 - 05 Credits

Semester

€

2022 - Full Academic Year 2022-23

9999 - The End of Time

Kerry Dolan, Marie Keane

SG_BBUSI_C06 202200 Higher Certificate in Business in Business Studies SG_BBUSS_B07 202200 Bachelor of Business in General Business SG_BBUSM_C06 202200 Higher Certificate in Business in Business Studies SG_BBUSG_B07 202300 Bachelor of Business in General Business

This subject aims to provide students with the skills required to carry out market research. They will learn how to plan the research, prepare a research proposal, execute the desk research and primary research and present a final report. The students will then present their findings to the group. It also aims to give the student an appreciation of the importance of building and maintaining effective customer care.

40 %

60 %

Required Reading
2007-05-08 Marketing Research in Ireland Gill & MacMillan
ISBN 0717142000 ISBN-13 9780717142002

This updated edition of the well-established textbook on the theory and practice of Marketing Research in Ireland, presents a balanced theoretical, applied and managerial approach to the subject area, in a student-friendly and readable writing style.

Required Reading
2012-02-17 Customer Service in Ireland Gill Education
ISBN 071715260X ISBN-13 9780717152605

Updated edition of this popular text introducing the fundamental principles and concepts of customer service and presenting them in an Irish context. New to this edition: DX Ireland customer service case study The impact of technology on customer service The value of nurturing customer trust and loyalty. Role play guidelines and exercises prompt students to engage in and practise the principles of customer service. Develops the skills to deliver good customer care, meet customer needs and effectively deal with customer complaints. Leads to an understanding of the role of customer service in organisational effectiveness. Presents Irish consumer legislation throughout and includes the rights of the individual where relevant. Guides the student through the preparation and implementation of a customer care plan. Includes sample FETAC Level 5 exam papers, general exam questions and exercises. WRITTEN FOR Any course where FETAC Level 5 Customer Service or Level 6 Customer Care is a module.

Required Reading
2016-03-03 Market Research in Practice Kogan Page
ISBN 0749475854 ISBN-13 9780749475857

Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences, along with case studies from companies such as Adidas, Marks & Spencer, Grohe and General Motors, are included throughout to ground the concepts in business reality. Accompanied by a range of online tools and templates, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.

Required Reading
2019 Research Methods for Business Students
ISBN 1292208783 ISBN-13 9781292208787

"This accessible and clearly written textbook provides a comprehensive and in-depth treatment of philosophical, methodological and ethical aspects of conducting business and management research. Illustrative case studies drawing on published research studies are used throughout and readers are given multiple opportunities to consolidate their learning through review and discussion questions, quizzes, and other exercises. At the end of each chapter a case study takes the reader through the realities and practicalities of applying the knowledge to a specific student research project. This will be an invaluable guide for all students seeking to understand and undertake business and management research." Professor Natasha Mauthner, Newcastle University With over 400,000 copies sold, Research Methods for Business Students, is the definitive and market-leading textbook for Business and Management students conducting a research-led project or dissertation. The fully revised 8th edition answers key questions such as: How do I choose my topic and design the research? Why is research philosophy relevant to my research? How do I collect and analyse my data? When and what do I need to write? With the 8th edition you will discover: Fully updated chapters incorporating visual methods throughout, detailed insights on drafting the critical literature review, the latest EU data protection regulations, using audio recordings and visual images in observation research, collecting data using diaries, the use of online survey tools, and preparing and presenting an academic poster New cases using up-to-date scenarios at the end of each chapter Boxed examples throughout of research methods in the news, from student research and in published management research A glossary of clear definitions of over 700 research-related terms Practical guidance and opportunities for checking your learning and self-reflection to enable you to progress your own research Detailed chapters on choosing your topic, critically reviewing the literature, understanding philosophies, research design, access and ethics, secondary data, data collection methods and analysis techniques and writing about and presenting your research Teach yourself guides to research software available at www.pearsoned.co.uk/saunders with practice data sets About the authors Mark NK Saunders is Professor of Business Research Methods and Director of Postgraduate Research Programmes at Birmingham Business School, University of Birmingham. Philip Lewis was a Principal Lecturer and Adrian Thornhill was a Head of Department, both at the University of Gloucestershire.

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