Handbook

The aim of the course is to introduce students to a) the tools of basic marketing research, b) learn when to apply them and c) provide a managerial interpretation of your findings. In addition to the lectures, a core feature includes the undertaking of a project that spans most of the semester. Students are taught basic market research skills and are provided with the opportunity to practise these skills in a real setting. Key areas of marketing research including problem identification, defining project scope, developing a research approach, conducting fieldwork, engaging in analysis and reporting are featured heavily. In addition, issues such as sampling, quantitative research tools and marketing implications are covered.