Market Research

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 of the research design process. It then addresses fundamental qualitative and quantitative research issues including data measurement, collection and analysis, and how data can be analysed to provide strategic guidance.

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

Introduction to business research and the research process (business context)
Defining the research problem
Designing qualitative and quantitative research projects
Accessing and synthesising secondary data
Collection of primary data
Qualitative data analysis (including content and thematic analysis)
Designing questionnaires
Sampling issues in business research
Data analysis
Developing segments
Ethical issues in business research
Generating and communicating insight

Assumed knowledge

MKT110

Handbook

MKT230 - Market Research

Abstract

Syllabus

Assumed knowledge