MKW2121

Marketing research methods

(BUS)

Not offered in 2002

6 points + Second semester + 1-hour lecture and 2-hour tutorial per week + Prerequisites: MKW1120 and either ETW1031 or ETW2111 + Corequisite: MKW2111

Synopsis: Introduction, role in the marketing decision process, problem identification, planning and managing a research project. Sources of information, questionnaire design, sampling, group interviews, depth interviews, data analysis, and research reporting.

Assessment: Projects (4000 words): 40% + Oral presentation: 10% + Class tests: 10% + Examination (3 hours): 40%