Prerequisites MKTG100 Principles of Marketing and STAT102 Business Data Analysis Teaching Organisation 3 hours per week for twelve weeks or equivalent.
This unit is designed to introduce students to the concepts of marketing research as practiced in contemporary business environment, and to develop skills in using important marketing research techniques for quantitative and qualitative marketing research. The unit will familiarise students with fundamental concepts of marketing research, and frequently encountered research topics and techniques used in marketing practice. The emphasis is on marketing research as an aid to management decision- making. Data analysis will be taught with an emphasis on performing simple statistical procedures using appropriate computer software.