MKS2420 - Marketing research methods

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Overview

This unit is an introduction to the process of marketing research and the role of research in the marketing decision process. Key outputs include: developing a brief, a proposal and a report, planning and managing a research project, qualitative and quantitative research techniques, statistical analysis, marketing interpretation and reporting.

Offerings

S1-RSA-SAFRICA-ON-CAMPUS

SSB-01-SAFRICA-BLOCK-ON

Requisites

Prohibition

Corequisite

Contacts

Chief Examiner(s)

Ms Cynthia Bedwei-Majdoub

Learning outcomes

On successful completion of this unit, you should be able to:

define the purposes and scope of marketing research methods

illustrate the processes and techniques on quantitative and qualitative research

demonstrate skills on writing a research proposal and the conduct of a research study by applying appropriate research design

develop competencies to analyse and interpret data by applying basic statistical tools

critically assess the relevance of information for marketing decision making.

Teaching approach

Active learning

Assessment

1 - Assignment 1: Research Proposal

2 - Assignment 2: Research Report

3 - Examination

Scheduled and non-scheduled teaching activities

Laboratories

Lectures

Workload requirements

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Learning resources

Required resources

Technology resources