Introduction to marketing research as applicable to farming so that current and future market trends can be analysed to enable farmers to choose which crops and livestock to produce. Scientific method and concepts in research design. Secondary data sources and experimentation in an agricultural context. Concepts of measurement. Questionnaire design. Attitude scales, in-depth interviews, observations and projective techniques. Sampling and review of parametric and non-parametric statistics. Agricultural pricing, product and promotion research. Ethical issues in agribusiness marketing research. -- Course Website
