Market Research


The overall objective of this course is to examine market research as a tool for providing information for marketing and business decision-making. It provides an overview of the practice of research and why market research is needed. It looks at the research process, describes and classifies different types of data and methodologies and shows their use in context. Its aim is to equip students with the knowledge and ability to conduct and use market research in their future careers.

Learning Outcomes

  1. Explain the essential steps of the market research process.

  2. Distinguish between secondary and primary data, and quantitative and qualitative data.

  3. Assess the strengths and weaknesses of different research designs and research methods.

  4. Conduct secondary data research and develop a primary data collection plan, demonstrating level-appropriate competence in academic writing and presentation.

  5. Explain and apply the ethical requirements when conducting market research.

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