Marketing Research (5cr)

Objectives

This course is an introduction to marketing research. It focuses on developing research plans, implementing the plans, analyzing data and reporting findings to management so that marketing decisions can be made.

After completing the course, the students will be able to:

Describe the marketing research process and its role in decision-making process.
Design a marketing research plan, aligned with the research problem.
Execute a simple marketing research project.
Communicate the research findings clearly and accurately, both verbally and in writing.
Act as an active and responsible member of a research team, to ensure successful completion of the research project.

Content

What is the scope of marketing research in management decision making?
What are the main research techniques employed in gathering information concerning marketing activities?
How is a successful research project planned, managed and conducted?