People Innovation Excellence
 

MARKET RESEARCH (2 Credits)

Learning Outcomes:

On successful completion of this course, student will be able to: Describe the fundamental principles of marketing research; Demonstrate the marketing research process; Analyze the marketing research result in order to help in marketing decision making

Topics:

  1. The Role of Marketing Research;
  2. Problem Definition and The Research Process;
  3. Secondary Data and Big Data Analysis;
  4. Qualitative Research;
  5. Traditional and Online Survey Research;
  6. Observation;
  7. Experimentation and Test Markets;
  8. The Concept of Measurement;
  9. Questionnaire Design;
  10. Basic Sampling Issues;
  11. Data Processing and Fundamental Data Analysis;
  12. Statistical Testing of Differences and Relationships;
  13. Multivariate Data Analysis.

Published at : Updated

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