Market Research

Course topics will cover the key role of formulating research problems as well as collecting, analysing and interpreting information to support marketing decision making.

Course Content

Marketing managers need accurate, relevant and timely information at an appropriate cost to inform marketing decisions. The emphasis of this course will be on developing the analytical and logical skills required to undertake effective marketing research. This course will provide skills to translate conceptual understanding into specific operational plans – a skill in increasing demand in organisations today. This will involve learning qualitative and quantitative methods to obtain consumer perceptions and attitudes, and learning the skills required to analyse these data. 
'Learning by doing' is a major feature of this paper. This paper adopts a student-centred, active participation approach to learning about market research. Students are expected to contribute to their own learning as well as that of their peers. Students contribute by participating in class activities and answering questions asked by the lecturer. Some of the tutorials are based on self-instructed workshops that familiarise the students with computer usage of statistical analysis in market research.
This course is optimised for on campus learning and you are encouraged to participate in the learning activities synchronously. The course can also be completed online if required. Lectures will be delivered on campus. Lecture recordings will be available. There will be on campus and online tutorial options. All course assessments will be submitted online.

Course Learning Objectives

Students Who Pass This Course Should Be Able To:

1. Identify research problems in marketing.
2. Design and implement qualitative and quantitative research to assist in making marketing decisions.
3. Analyse quantitative and qualitative data.
4. Communicate marketing research results.