Course Introduction:

This course will provide students with an in depth understanding of market research. Students will be involved in a practical application of market research via a group project which will focus on a real company situation. Students will write a research brief, determine the research methodology and conduct interviews and surveys as required. Students will be responsible for presenting their findings in both written and oral form to their clients.

Recommended Text:

Marketing Management, Philip Kotler

Business Research Methods, Uma Sekaran.

Learning Outcomes:

By the end of this course students should be able to:

1. Discuss the scope and managerial importance of market research and its role in the development of marketing strategy

2. Provide a detailed overview of the stages in the market research process 

3. Develop research questions and objectives that can be addressed in a research design

4. Develop a market research design; including

• Identifying appropriate research approaches (from qualitative, survey, observation, and experimental research techniques)
• Preparing measurement instruments (including surveys and focus group outlines)
• Designing a sampling approach and sampling frame

5. Manage the data collection process

6. Use contemporary statistical packages to calculate and report descriptive statistics from quantitative data

7. Interpret data analysis in the context of the identified business problem

8. Communicate research results in written report and oral presentation formats

Description of system of Evaluation

Mid Term: 30

Sessional: 20 (Marks of Assignment and Quiz are included in this)

Final Research Project: 50

Total = 100

Class Timings:

Wednesday: 2.30 p.m to 04:00 p.m. 

Thursday: 2.30 p.m. to 04:00 p.m.