Applied Marketing Research - MARK5811

This course offers an overview of the varied forms of marketing research that are used by practicing marketing managers to make informed decisions. Topics include: problem definition and research design, questionnaire design, sampling, interviewing, data analysis, interpretation, and reporting. The course is conducted through the implementation of a ‘live’ project, whereby students work with a client to develop a research proposal, design a questionnaire, collect data and analyse and present the findings of the research. There is an assumed knowledge that students are familiar with basic statistical methods, as they will learn how to use statistical software to analyse data and present findings in their final project. It is strongly recommended that students have had at least one course in statistics prior to enrolling into this course.