COURSE OVERVIEW

This module provides students with the skills needed to transform a marketing problem into a research question, select appropriate research methods, and turn evidence into market strategies. During the semester, students will learn the basics of primary, secondary, qualitative, and quantitative research techniques. The course combines theory and hands-on experience through practical case studies and a semester group project.

COURSE OBJECTIVES

This course offers students a solid background in market research so that they are able to collect data not just to find out what people think, but also to gain insight as to why such viewpoints are held.

After completing this course, students should be able to:

1. Translate marketing problems into relevant research questions.
2. Select appropriate research approaches and methods: secondary, primary, qualitative, and quantitative research.
3. Design and conduct market research: interviews, focus groups, surveys, and neuromarketing tools.
4. Analyse qualitative and quantitative data
5. Translate research findings into marketing recommendations and communicate them.