Authorised by Academic Registrar, April 1996
Objectives The aim is to develop the theoretical framework of markets. Students use this framework to develop a decision model for analysing consumer needs and competition dynamics. They design and conduct a market research study and develop the skills to critically assess their findings.
Synopsis The subject covers the concept of 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% + Student must obtain a satisfactory result in all areas of assessment