Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to appraise selected data using quantitative evidence and reasoning; explain the rationale behind the market research process; conduct a survey to investigate an aspect of a retail business and analyse and report the results.
Synopsis Role of market research in retailing; external information sourcing; research design; sampling; research and administration; data analysis and interpretation; sales and market forecasting; presentation of research data and questionnaire design.
Assessment Project (6000 words): 60% + Report (4000 words): 40%