Course overview
This course will provide students with an in-depth understanding of the practice of market research, to identify and deliver customer insights. Working in a group, students will be conduct a practical market research project; working through all stages of the market research process including research design, data collection, analysis and interpretation of findings. Students will be required to understand and apply both qualitative and quantitative research techniques and will present the findings from their research in both written and oral formats.
Course learning outcomes
- Discuss the managerial importance of market research and its role in marketing strategy
- Provide a detailed overview of the stages in the market research process
- Develop a market research design which incorporates appropriate research approaches including measurement instruments and sampling frames
- Use contemporary statistical packages to analyse quantitative data
- Interpret data analysis in the context of the identified business problem
- Communicate research results in written and oral presentation formats