Marketing Research

Department of Marketing, Business School

College of Social Sciences


Code 07004

Level of study Masters Level

Credit value 20

Semester 1

Module description

This module is concerned with the vital role of information and research in marketing decisions. Content will include: role of research; marketing information systems; the marketing research process; research design; secondary sources; qualitative research methods; survey methods; observation and experimentation; questionnaire design, including measurement and scaling; sampling; methods for describing data and simple statistics; testing hypotheses and measuring association. The module will be taught through a combination of lectures, seminars and case study applications.