GSBS6031Marketing Research

Course handbook

Description

Emphasises the critical role of research in marketing and marketing decision-making. Discussion focuses on the strengths and limitations of various means of collecting and analysing market information. Examples of market research are evaluated. Students are required to design a marketing study and submit a market research report.

Availability

Not currently offered.

Learning outcomes

On successful completion of the course students will be able to:

1. Develop a research proposal

2. Examine data sets critically and evaluate research tools used in marketing research

3. Use basic statistical techniques for data analysis such as Cross Tabs, Factor Analysis, Regression, and ANOVA

4. Draw conclusions, identify limitations in data, analyse data communicate findings for a given research problem

Content

Marketing research comprises one of the most important and fascinating facets of marketing. It links an organisation with its external and internal environment through information. Never before has information been as important for decision making as it today. As we approach the 21st century, relying on information is becoming more crucial for businesses to survive in a competitive environment. It is essential that the students in marketing know what marketing research is and how to apply it. This course is very practical and applied. No one can fully appreciate marketing research by reading about it in a book. It must be learned from hands on experience. Therefore, the teaching approach is "Learning by doing". This course will teach you how to conduct the operations of problem definition, information search, information gathering, data analysis, interpretation and presentation.

Assumed knowledge

GSBS6010 - Marketing Concepts or equivalent

Assessment items

Written Assignment: Case Analysis

Written Assignment: Group Brand Audit Report

Written Assignment: Brand Plan

Presentation: Brand Audit Presentation