Enrolment options
This module aims to provide students with understanding and experience of the theory and practice of marketing research. During the module students design and implement a marketing research plan, design a questionnaire, understanding of what are data and how they are collected and analysed, prepare an oral presentation and write a marketing research report. It is intended to acquaint students with the fundamental marketing research process. More specifically, this course aims:
(i) To familiarise the student with the fundamental marketing research skills of problem formulation, research design, questionnaire design, data collection, data analysis, and report presentation and writing.
(ii) To have the student gain perspective and practice in applying these skills through a research project.
By understanding the research process, he can better judge the suitability, reliability and the validity of a research study in his decision-makings. Students will learn by doing in this course.
While we will use class time to discuss appropriate research topics, students are required to do different activities by themselves in order to facilitate their learning by doing. In doing so, this course incorporates an experimental element in marketing research and consulting.