Marketing ResearchModule Details

Marketing Research equips students with a thorough, in-depth knowledge of marketing research, and the marketing research process,         enabling them to develop the necessary skills for systematic problem analysis and to translate management problems into the appropriate marketing research problems. The course also guides students on how to design and execute a basic survey research project.

At the end of the course students will be expected to:

1) Explain the basic principles of Marketing research and how the marketing research process assists in offering valuable insight to decision makers.

2) Evaluate the various research methods available and know how and when to use the for gathering information (designing research studies).

3) Know how to design good questionnaires, use correct measurement scales and apply sound sampling principles in order to gather valid and reliable information (Measurement and Sampling).

4) Examine research results and communicate results to decision makers and other stakeholders (analysis and reporting).