Module code: MAR7012-A
If marketing is about a business philosophy that centres on delivering what the customer wants, then marketing research is at the very heart of this philosophy. This module provides you with a working knowledge of the processes involved and the management skills required to identify marketing research needs, to design effective marketing research, to implement marketing research techniques and ensure resultant research data is used and applied to best effect.
Understanding the nature of marketing research and its place within the business environment
Understanding the research process and the various people involved within that process
Uses and limitations of secondary research
Qualitative research - uses, planning and interviewing techniques
Observation research - uses, planning and implementation
Quantitative research - uses, planning and implementation, including questionnaire design
Research Ethics
Qualitative research analysis and interpretation
Quantitative research analysis and interpretation
Conducting International research