Learning Outcomes:
The overall objective of this course is to examine market research as a tool for providing information and insights for marketing and business decision making. This module is designed to teach students how to plan and implement market research studies from start to finish. On completing this course, student will be expected to be able to:
1) evaluate management decisions and information needs and translate these into researchable issues,
2) review and select appropriate research design and analysis techniques,
3) identify sample design options and their impact on the research process,
4) construct data collection instruments (questionnaires/topic guides) which will effectively collect the required information,
5) analyse and interpret research data and derive actionable insights which can help to drive the business,
6) communicate research findings to decision makers so they will listen and take action
Indicative Module Content:
Introduction to Market Research
Research Process/Design
Quantitative research techniques
Qualitative research techniques
Sampling
Questionnaire/Topic Guide Design
Interviewing techniques
Data Analysis and Interpretation
Deriving insights from research data
Report Writing/Presentations
Ethics in market research