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
Requisites
Prohibition
Prerequisite
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