This is an introductory unit in marketing research. It provides an overview of the marketing research process and familiarises students with fundamental concepts of marketing research and frequently encountered research topics and techniques used in marketing practice. More specifically, the unit covers formulating marketing research problem statements and objectives, developing a research proposal and writing a research report. Various research designs are examined, as well as associated data collection forms and data analysis techniques. -- Course Website
Prerequisites: MKTG1203 Marketing Management; for pre-2012 courses: MKTG2203 Marketing Management or MKTG2204 Consumer Behaviour
