Authorised by Academic Registrar, April 1996
Objectives On completion of this subject students should be able to develop the beginnings of critical analytical thinking in identifying and solving business and marketing problems; explain the role of research techniques in solving business problems and identifying business opportunities; apply buyer behaviour concepts and theory to market research design; define and explain the concepts, procedures, techniques and methods of research used in the marketing process; conceptualise, construct and manage all the elements of a research project; develop skills in basic analysis of quantitative data including the use of computer based statistical analytical packages; explain the importance of objective, unbiased and ethical practices in the marketing research process.
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%