People Innovation Excellence


Learning Outcomes:

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


  1. Introduction to Marketing Research;
  2. Defining the Marketing Research Problem and Developing An Approach;
  3. Research Design;
  4. Secondary Data and Qualitative Research;
  5. Survey and Observation;
  6. Experimentation;
  7. Measurement and Scaling;
  8. Questionnaire and Form Design;
  9. Sampling;
  10. Data Collection and Data Preparation;
  11. Data Analysis: Hypothesis Testing Related to Differences and Correlation-Regression;
  12. Data Analysis: Multivariate Data Analysis;
  13. Report Preparation and Presentation.

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