Research in marketing is often taught as a highly theoretical process, with an assumption that once the problem or issue has been determined, it is then possible to undertake the research with little further consideration. In fact the design, execution and dissemination of research are of the utmost importance. Many will-founded research projects fail at the implementation stage and much valuable upon the requirements for undertaking applied marketing research. The unit is intended to provide a practical insight into marketing research through case studies, exercises and presentations. -- Course Website
Instructor: Dr Dominic Thomas
