MKB2420

Market research methods

(BUS)

Mr Manir Zaman

6 points + 2-hour lecture and 1-hour tutorial per week + First semester + Berwick + Prerequisite: MKB1402

Synopsis: Developing research objectives, design of the research project, data needs, sources and methods of collection, measurement techniques and scales, questionnaire design, sampling process, market research project appraisal, pre-testing the questionnaire, drawing the sample, primary data collection, data editing and data processing, data analysis and interpretation, marketing and statistical significance, marketing research report presentation and marketing research project implementation.

Assessment: Assignment one (research proposal): ungraded pass + Assignment two (research report 3500 to 4000 words): 60% + Examination (3 hours): 40%