8/3/2019 Marketing Information Analysis Guidelines

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Marketing Information Analysis

The objective of this course is that on completion the student should have an understanding of thefunction and value of marketing information analysis/marketing research, together with an appreciationof the theory which underlies the main methods used, an awareness of IT-based sources of informationand methods of analysis, and a capacity to evaluate the use of these methods in marketing research

projects.

SECTION A 

1. The Role of Marketing ResearchDefinitions; the value of information; how marketing research contributes to the solving of marketingproblems and the realizing of marketing opportunities; types of marketing research projects.

2. Research Design Problem identification and definition; the purpose of research design; types of research design;components of research design; sources of error in research design; research proposals; researchreports.

3. Secondary Data Types and sources of secondary data; evaluating secondary data; main sources of external secondary

data in Ireland; syndicated information sources in Ireland. Irish and international websites providinginformation on marketing research methods.

4. Primary Data Nature of measurement; types of rating and other measurement scales; questionnaire design; principaldata collection methods; fieldwork.

5. Qualitative Research The rationale of and need for qualitative research; focus groups; in-depth interviews; projectivemethods.

6. Sampling The need for sampling; why sampling is possible; probability/random and non-random sampling; mainsampling methods.

SECTION B 

7. Data Preparation and Preliminary Analysis Preparing survey data for analysis; coding and cleaning data; tabular, graphical and statisticalpresentation of data; review of basic descriptive statistical measures; measuring association; statisticalinference: chisquare, t and z tests.

8. Statistical Analysis Regression and analysis of variance and covariance; analysis of experimental data; basic analysis of cross tabulations; analysis of ordinal data/ranks; acquaintance with major data analysis softwarepackages, particularly SPSS.

READING LIST 

Essential ReadingMalhotra, N.K. and Birks, David F. (2006), Marketing Research: An Applied Orientation, PearsonEducation, Updated, 2nd European Edition.

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Recommended ReadingChisnall, P.M. (2004), Marketing Research, 7th Edition, McGraw Hill, London.

Diamantopoulos, A. and Schlegelmilch B. (2000), Taking the Fear out of Data Analysis, Thompson,London.

Domegan, Christine & Fleming, Declan, (2003), Marketing Research in Ireland: Theory and Practice,

2nd Edition, Gill & Macmillian