Marketing Research (MKT390)

Marketing research is considered one of the key functions in marketing. The topics covered in this course include: the role and value of marketing research information, technology in the research process, designing the research project, sampling and its issues, scale measurements, and questionnaire design issues.

• Marketing Research for Managerial Decision Making
• Overview of the Research Process and Proposals
• Overview of Secondary, Qualitative, and Quantitative Research
• Exploratory Designs: In-Depth Interviews and Focus Groups
• Survey Research Methodology: Measurement Issues and Questionnaire Design
• Causal Research Designs and Test Markets
• Sampling: Theories, Designs and Plans
• Temporal Dynamics in Marketing Research: Experience Sampling Method and Behavioural Nudges
• Social Media and Mobile Research: Marketing Research in the Information Technology Era
• Analysing and Reporting Qualitative Research
• Analysing and Reporting Quantitative Research
• Fieldwork Considerations and Career as a Marketing Research Specialist

• Appraise the various stages of the marketing research process and the use of secondary, qualitative, and quantitative data.
• Evaluate various exploratory research designs in gathering primary data.
• Compare survey and causal research designs in gathering primary data.
• Analyse the implications of information technology and temporal perspectives on marketing research.
• Examine key sampling concepts and the various sampling techniques available.
• Apply data-analytic strategies for qualitative and quantitative research.