RESEARCH IN MARKETING

Description

This module aims to provide students with both theoretical and practical understanding of how marketing research is designed, conducted and evaluated. More specifically, this module equips students with a framework for understanding various decision issues involved in marketing research, while giving them the opportunity to implement them in a practical way. Indicative content includes: The nature, scope and roles of marketing research Using and evaluating basic research designs The use of secondary data and databases Qualitative research: uses and main methods Quantitative research: surveys Sampling frames and sampling methods Questionnaire design, measurement and scaling Experimentation and test marketing, product and promotional testing Online Research and its methods for research purposes To provide a theoretical understanding on the development, execution, and evaluation of a marketing research project; To provide a practical experience where students learn to apply theoretical concepts in conducting and managing a marketing research project; To provide a practical experience where students learn to work as a team, coordinate and communicate with other individuals, and appreciate the importance of teamwork in conducting a research project. Attributes Developed 001 Identify the different various theoretical concepts underpinning the marketing research process; KC 002 Appreciate the importance and contributions of marketing research to daily business practices; KCP 003 Apply sound knowledge of theoretical concepts in designing, executing, evaluating, and documenting a marketing research project; KCP 004 Appreciate the importance of teamwork and work effectively as a team in executing the marketing research project. PT