Marketing Research

Course objectives include providing a fundamental understanding of marketing research methods used by well-managed firms. In this course, the focus is on the manager, who is responsible for determining the scope and direction of the research. The course will cover the types of research design, techniques for collecting and analyzing data. The emphasis will be on the interpretation and application of results rather than the mathematical derivations. The course aims to enable managers to recognize the importance of systematic information gathering and analysis in making marketing decisions and to appreciate the potential contributions and limitations of marketing research.

By the end of this module students should be able to:

Formulate, organize and conduct marketing research project;

1. Apply and evaluate different sources of marketing information.

2. Apply and evaluate various data collection techniques.

3. Apply and evaluate various methods of data analysis; and

4. Write a comprehensive market research report