Learning Outcomes:
On completing this module, students will be expected to:
• Understand the importance and application of both traditional and new marketing research and analytics in every day marketing decisions
• Gain an in-depth understanding of the marketing research process
• Learn about qualitative and quantitative research methods, and understand the benefits and limitations of each method
• Gain insight into how key players in industry use market research to inform marketing decisions
• Learn about and apply analytical techniques that are used in analysing research data