The Market Research module explores the market research process and how market research applies in marketing and business practice. It places specific emphasis on the stages of the market research process from both an academic perspective and from a practical standpoint focusing on the retail and services sectors. The practical issues that market researchers face in their business environments are given significant attention throughout the module.
1. Introduction to the Module
2. Introduction to SPSS
3. The Market Research Process
4. Primary and Secondary data sources
5. Quantitative and Qualitative Research Methods
6. Questionnaire Design
7. Sampling Design
8. Data analysis and report preparation
9. Conclusions & Revision
Lectures with demonstration: There will be a significant emphasis on computer lab work and the practical application of SPSS to business decision making
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |