Community Based Research
1. All students taking the Bachelor of Business (Honours) Marketing programme complete a major marketing research project as a partial requirement for the fulfilment of their BBS (Honours) Marketing. Students source a business in the community that has a research problem or opportunity they can address. For example one group of students recently worked with an established hotel in the locality to investigate the consumer decision-making process for the selection of a wedding venue in Co. Donegal.
The aims of this module are to enable learners to explore the issues involved in conducting a marketing research project and to develop transferable skills in research design, analysis and report writing. Prior to this, all students complete two modules (equating to 10 credits) specifically related to the field and practice of marketing research.
Students are required to source a business in the community that has a research opportunity. They then must research the relevant industry before meeting with the company to agree the research objectives. Subsequently they design a research methodology and execute the research. This invariably involves survey research, focus groups and/or interviews with the businesses’ customers. Learners then prepare a report and present their findings to the business.
This popular module has been running since 2009 with community partners comprising various small businesses in the region.