This course is designed to provide an overview of marketing research and its use in making more effective marketing decisions.Upon completion of the course students will be able to:
Nature, scope and process of marketing research; Defining the marketing research problem; Research design, secondary and standardised sources;Qualitative research techniques; Planning the survey and experimentation; Measurement,sampling, collecting, analysing,interpreting and reporting marketing data; Marketing research and customer relationship management.
Aaker, D., Kumar, V., Day, S.,Leone, R.,Marketing research, Wiley, Hoboken, USA, 2016.
Lukas, B., Hair, J., Bush, R., Oritnau, D., Marketing research, McGraw-Hill Australia, North Ryde, Australia, 2014.
Continuous assessment 40%
Written examination 60% (1×3 hours)
Phone: +675 473 4999
Fax: +675 475 7776