Authorised by Academic Registrar, April 1996
Objectives Upon completion of this subject, students should have attained a critical and sound understanding of `research' as it applies in marketing and business; have developed skills in analysing marketing and business problems, and formulating research questions; acquired a reasonable understanding of the concepts and techniques of marketing research; and had practical experience in carrying out a research investigation.
Synopsis Topics include the nature and conceptualisation of research problems; theory building; exploratory and qualitative research; literature and secondary data reviews; data collection methods; measurement concepts; sampling and fieldwork; sources of error, evaluation of statistical and practical significance; data analysis and presentation; report writing; examples of industry applications.
Assessment Written presentation (1500 words):15% + Research project (4500 words): 45% + Examination (3 hours): 40%