This unit aims to provide students with a background in research methods, issues related to conducting marketing research, data analysis and methods of evaluation related to marketing. Knowledge of these topics will enable students to both implement and evaluate marketing research during their professional careers. To illustrate understanding of the concepts, students will undertake a research project which involves secondary data collection, analysis and reporting.
Prescribed Text - MARKETING RESEARCH ASIA PACIFIC EDITION
Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required...