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MKTG06034 2022 Marketing Research and Customer Care

General Details

Full Title
Marketing Research and Customer Care
Transcript Title
Marketing Rsch and Cust Care
Code
MKTG06034
Attendance
N/A %
Subject Area
MKTG - Marketing
Department
BUS - Business
Level
06 - NFQ Level 6
Credit
05 - 05 Credits
Duration
Semester
Fee
€
Start Term
2022 - Full Academic Year 2022-23
End Term
9999 - The End of Time
Author(s)
Kerry Dolan, Marie Keane
Programme Membership
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
Description

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.

Learning Outcomes

On completion of this module the learner will/should be able to;

1.

 The student will recognise the key role market research plays in enterprise formation and development in Ireland.

2.

 The student will be aware of the various sources of secondary information available to Irish business.

3.

The student will be able to plan a market research study, carry out various methods of primary research, analyse research undertaken, write a report based on the research undertaken and make an oral presentation of their findings.

4.

The student will be able to recognise the importance of effective customer care and be familiar with customer care strategies and service quality initiatives.

Teaching and Learning Strategies

3 hours lectures per week plus 1 hour tutorial per week.

Module Assessment Strategies

Continuous Assessment 40%

Marketing Research Project and Presentation 30%

Mid term Exam 10%

Final Exam 60% 

Repeat Assessments

Project and Exam.

Indicative Syllabus

Introduction to market research:                                                                    

  • Examine the evolution, scope and use of Market research in Ireland;
  • Appreciate the different types of market research studies, the characteristics of good research and potential sources of error in research;
  • Examine the stages involved in defining the research problem, planning a market research project and preparing a research proposal.

Secondary sources of information:                                                               

  • Review the various sources of secondary information available to Irish business;
  • Appreciate the strengths and weaknesses of secondary sources of information.

Primary research methods:                                                                        

  • Examine guidelines for designing questionnaires;
  • Discuss the strengths and weaknesses of various methods of carrying out survey research including telephone personal, postal and on-line questionnaires;
  • Consider strategies for reducing error in survey research;
  • Outline the process of carrying out focus group research and the use of projective techniques;
  • Examine the role of mystery shopping program and omnibus surveys;
  • Appreciate the situations where in-depth interviews, observation techniques, panels may be appropriate research methods and the strengths and weaknesses of each;
  • Consider the role of both laboratory and field experiments in market research;
  • On-line market research.

Attitude Measurement:                                                                               

  • Investigate the various scales of measurement, and the concepts of validity and reliability;
  • Explore the use of attitude rating scales, attitude scaling techniques and multidimensional scaling in market research.

Principles of Sampling:                                                                                  

  • Outline the sampling procedure, probability and non-probability sampling techniques and how to decide on the size of your sample.

Data preparation, analysis and presentation:                                               

  • Examine the process of editing, coding and tabulating data;
  • Outline various considerations in the preparation of a written research report and the contents of a marketing research report;
  • Investigate the use of aids in market research presentations and the use and misuse of statistics.

Customer Care:

  • Describe effective customer service and discuss why it is important);
  • Distinguish between internal and external customers;
  • Recognise the importance of customer loyalty and repeat business;
  • Discuss the content and use of customer charters;
  • Explain Customer Relationship Management (CRM);
  • Discuss the stages involved in developing a customer service plan.

Coursework & Assessment Breakdown

Coursework & Continuous Assessment
40 %
End of Semester / Year Formal Exam
60 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Continuous Assessment Written Market Research report and Project presentation Coursework Assessment UNKNOWN 30 % Week 8 3
2 Other Exam Mid term Exam Coursework Assessment UNKNOWN 10 % Week 7 1,2,3
             

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam 3 hour Exam Final Exam UNKNOWN 60 % End of Term 1,2,3,4
             
             

Full Time Mode Workload


Type Location Description Hours Frequency Avg Workload
Lecture Lecture Theatre Lecture 3 Weekly 3.00
Tutorial Flat Classroom Case studies 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

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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