MARKETING RESEARCH (ONLINE)

Description

Marketing research is one of the most important and fascinating facets of marketing. The business world is moving faster than ever, meaning the intelligent and thoughtful use of research is critical to keep pace. Marketing researchers are responsible for providing information and insights to identify marketing problems and solutions in such a way that effective decisions can be taken. This module provides theoretical and practical knowledge on designing, conducting, and evaluating marketing research. The module introduces a step-by-step framework for conducting marketing research projects and making data-driven decisions, including problem definition, design, data collection, data analysis, and documentation. Additionally, it discusses the impacts of AI and other emerging technologies on marketing research. This module is beneficial for students interested in pursuing careers in marketing research and consulting. According to the main aim, students are taught how to: Define marketing research problems. Write a marketing research proposal. Organise and review relevant literature. Select the appropriate research method and data collection instrument. Develop a sampling plan. Analyse, interpret, and report qualitative and quantitative data. Develop and present professional research reports. Provide the necessary knowledge to develop and/or critically evaluate marketing research proposals. Explore how to design and conduct qualitative and quantitative market research projects. Develop skills which are needed for pursuing a career in the marketing research industry. Attributes Developed 001 Define marketing research problems. KCP 002 Design qualitative and quantitative marketing research projects. KCP 003 Understand how to collect, analyse, and interpret qualitative and quantitative data. KCP 004 Use data-driven findings and insights to propose alternative marketing strategies and business solutions. CPT 005 Develop marketing research reports for business and/or academic audiences. PT