|Year of offer||2019|
|Subject level||Graduate coursework|
|Fees||Subject EFTSL, Level, Discipline & Census Date|
This subject will focus on how both qualitative and quantitative aspects of marketing research can help managers address substantive marketing problems including: market segmentation, targeting and positioning, estimating market potential, forecasting demand, developing advertising and pricing, and introducing new products. The subject uses a combination of lectures, case discussions, and exercises to develop a better understanding of the process of marketing research. An important aspect of the subject involves getting hands-on experience with marketing research problems through a field project. This project will require students to integrate everything that they have learned to conduct an actual research project from problem definition through a final report and presentation.
Intended learning outcomes
On completion of this subject, students should be able to:
- translate marketing and management issues into marketing research problems that are suitable for investigation.
- develop a marketing research plan to investigate the problem (s) under consideration.
- conduct qualitative and quantitative marketing research using a variety of marketing research techniques.
- design and implement a survey instrument to conduct primary research.
- interpret the results of various statistical analyses and understand the limitations of these analyses.
- write a concise marketing research report to detail the research process, recommendations, and implementation plan.
- understand the role of marketing research in helping marketing managers make better marketing decisions.