MRKTB8617 Marketing Research


This course is aimed at the manager who is the ultimate user of research and who is responsible for determining the scope and direction of research activities conducted on his/her behalf. The goal of the course is to familiarize students with the fundamentals of Marketing Research. Marketing Research involves developing research questions, collecting data, analyzing it and drawing inferences, with a view to making better business decisions.

The main objectives of the course are:

1. To provide you with the skills for systematic problem analysis and to translate management problems into the appropriate marketing research problems.

2. To help you to develop a critical eye for marketing research and an appreciation for its potential contributions and limitations.

3. To gain a “hands-on” experience with the full process of marketing research from the formulation of the research problem through the research design, the sampling scheme, data collection, data analysis, and recommendations.

The course focuses on both qualitative and quantitative aspects of marketing research and how they help managers to address substantive marketing problems such as designing and positioning new products, segmenting and sizing markets, and developing advertising and pricing policies.

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