Abstract
This subject is an introduction to the principles of market research and how market research may be applied to address a management problem. The aim of this subject is to develop the skills needed to conduct or apply market research within a commercial context. The subject begins with an overview … For more content click the Read More button below.
Syllabus
Introduction to business research and the research process (business context)Defining the research problemDesigning qualitative and quantitative research projectsAccessing and synthesising secondary dataCollection of primary dataQualitative data analysis (including content and thematic analysis)Designing questionnairesSampling issues in business researchData analysisDeveloping segmentsEthical issues in business researchGenerating and communicating insight
Learning outcomes
Upon successful completion of this subject, students should:
1.
be able to recognise the difference between a management problem and a market research problem;
2.
be able to understand and apply the concepts and methods of market research to address a research problem;
3.
be able to critically evaluate the advantages, limitations, and the ethical implications of commonly used research techniques and their relevance to a research problem;
4.
be able to analyse and integrate different sources and types of data to draw conclusions;
5.
be able to reflect on the biases and limitations of market data given a particular research problem; and
6.
be able to develop and evaluate research proposals and reports within the context of a research problem.
Assumed knowledge
MKT110