Subject details

  • Topics
    • The marketing research process
    • Decision problem, research question and research objectives
    • Different types of research design or approaches
    • Qualitative and quantitative research techniques
    • Descriptive research design using surveys
    • Sampling: theory, methods and issues in marketing research
    • Data preparation and analysis
    • Preparing the marketing research report
    • Ethics involved in marketing research

Students who successfully complete this subject will be able to:

  1. Identify and design appropriate research objectives, questions or hypotheses in order to address a specific research problem
  2. Formulate and evaluate different research design elements and outline how they inform research practices
  3. Analyse primary data to interpret results appropriate to the research design
  4. Outline the legal, social, and ethical issues faced by marketing researchers and determine their impact on research design
  5. Work collaboratively in diverse groups.
  • Assignment 1 - Assignment 1 — Individual (20-30%) (0%)
  • Assignment 2 - Assignment 2 — Individual (30-40%) (0%)
  • Assignment 3 - Assignment 3 — Group (30-50%) (0%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject

Entry Requirements

You must have successfully completed the following subject(s) before starting this subject:

Special requirements

  • SoftwareDetails - The following software is required for this unit: IBM SPSS Statistics 25 Base Grad Pack only. This software can be purchased from either of the following retailers: • https://onthehub.com/download/software-discounts/spss-statistics • https://www.hearne.software/Software/SPSS-Grad-Packs-for-Students-by-IBM/Editions#version_Statistics

This subject aims to assist students to be able to understand the marketing research process with an emphasis on the practical implementation of survey research techniques in a real life situation. In addition, students will develop the ability to identify research opportunities, as well as to understand how marketing research findings can be practically implemented in the business environment.

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