People Innovation Excellence
 

RESEARCH METHODS IN MARKETING (3 SCU)

Learning Outcomes:

Upon successful completion of this course, students are expected to be able to: conduct marketing research, interpret the outcome of the research and utilize it in developing strategic marketing plan; analyze business environment and utilize the information to give engaging recommendations pertaining to the research findings.

Topics:

The course introduces students with basic bivariate and univariate data analysis technique to design and execute a basic survey research project. It also gives an understanding of formulating and structuring marketing problems by recommending the most appropriate market research that should be undertaken, design said market research, gather and analyze the quantitative data, and make accountable decisions based on that data.

Pre-requisite(s): Mathematics and Statistics for Business


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