Overview

This unit is an introduction to the process of marketing research and the role of research in the marketing decision process. You will be introduced to basic types of research and their objectives, formulating research designs and proposals, and conducting research with a focus on quantitative survey methodology. You will … For more content click the Read More button below.

Offerings

S1-01-MALAYSIA-ON-CAMPUS
S2-01-MALAYSIA-ON-CAMPUS

Contacts

Chief Examiner(s)

Dr Dinh Duc Tam

Learning outcomes

On successful completion of this unit, you should be able to:
1.

critically evaluate marketing research problems in diverse business contexts

2.

create a valid survey questionnaire for quality data collection

3.

demonstrate reflective and research skills in marketing for academic and career development.

Teaching approach

Active learning
Enquiry-based learning
Case-based teaching
Problem-based learning
Research activities

Assessment

1 - Within semester assessment

Scheduled and non-scheduled teaching activities

Tutorials

Workload requirements

Workload