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Marketing Research in Practice

Module code: MARK 5072

Module description

The Marketing Research in Practice module examines key elements of the market research process. The module will emphasise the importance of setting objectives for market research, and of appropriate research design and sampling procedures. It will also examine the secondary research process and the effective gathering and selection of relevant data for different market purposes. Focus on primary research in the module will include quantitative and qualitative research designs such as questionnaires, interviews, and focus groups in a marketing context. This module aims to develop student understanding of the market research process and of research design across marketing contexts. Students will be encouraged to develop specific competence in secondary data analysis and in primary data collection

Contact hours per student per year

  • Lectures: 33 hours
  • Computer Lab: 3 hours

Assessments

  • Project: 100%

Additional costs: No extra costs other than purchase of books

 
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