Today’s business world is highly competitive. Marketers are facing challenges brought about by the fast-changing social, cultural, technological and environmental trends. Marketing research provides marketers great opportunities to better understand the competitive environment as well as the consumers, which are critical to marketing success. The aim of this module is to help students gain a thorough understanding of the process of marketing research with a focus on the primary data collection. Both the quantitative and qualitative data collection and analytical techniques will be discussed.
Primary Research objectives and rationale
Fieldwork and Quality Control
Quantitative Research Designs and Analysis
- Measurement and Scaling
- Sampling theory and practice
- Questionnaire Design
- Survey, Observation and Experiments
- Data preparation for analysis
- Introduction to SPSS
Qualitative Research Designs and Analysis
- Focus groups
- Projective Techniques
- Depth Interviews
Marketing research reports and presentation
While much of the subject matter will be presented by using lectures, the essential thrust of this course is to focus on the student's own primary research needs and to demonstrate how marketing researchers have approached these issues. Where available, video presentations and lab lectures will be used.
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 60 |
| Other Assessment(s) | 40 |