Unit of Study MRKT3002 Marketing Research (2024)

Unit description

Aims to cover all aspects of the marketing research process as an aid to improved decision making within the organisation. Topics covered include the requirements of scientific method, sources of data, data collection methods and techniques, analysis and presentation of data and results; with careful consideration of the limitations of different methods and techniques. Emphasis is on practical application to “real life” situations.

Unit content

Module 1: Introduction to marketing research

Module 2: The research design process

Module 3: Measurement, scaling and questionnaire design

Module 4: Sampling and fieldwork

Module 5: Data preparation and analysis

Module 6: Communicating the research results