MKG9420

Marketing research and forecasting

The subject covers the methodological details of marketing research including the concept of developing research objectives, design of the research project, data needs, sources and methods of data collection, measurement techniques and scales, questionnaire design and pre-testing, sampling process, primary data collection, data editing and processing, data analysis and interpretation, report writing and presentation. It also emphasises the use of market research information in marketing forecasting.

Back to the 1999 Distance Education Handbook