Aims & Objectives:

• Understand the marketing research process
• Analyse a marketing data base
• Understand the different uses of marketing research in the business environment and as an aid to decision making, and the ethics involved in marketing research
• Develop a qualitative and quantitative research instrument
• Develop group work, report writing and data analysis skills
• Critique marketing research designs and make practical recommendations about future marketing research needs

Teaching Methods:

Lecture (1 hour), Tutorials (2 hours)

Assessment:

Blog and Data Entry (5%-10%)
Class Test (Individual) (10%-20%)
Assignment (Group) (30%-40%)
Examination (40%-50%)

Generic Skills Outcomes:

• Capable in their chosen professional, vocational or study areas
• Entrepreneurial in contributing to innovation and development within their business, workplace or community
• Effective and ethical in work and community situations
• Adaptable and able to manage change
• Aware of local and international environments in which they will be contributing (eg socio-cultural, economic, natural)

Content:

• The marketing research process
• Translating a management problem into a marketing research problem and research objectives
• The ethics involved in the marketing research industry
• The nature and uses of the difference sources of secondary data
• Qualitative and quantitative research designs
• Designing a moderator’s guide and a questionnaire
• Using a data analysis software package to analyse a data base
• The fieldwork process and the errors involved in the fieldwork process

Textbooks:

Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.