Year
Year 2
Semester
Second Semester
Credit
3
Program Description
Teaches quantitative and qualitative techniques for gathering and interpreting market data.
About this course
This course covers the core methods used to collect and interpret market information. You will learn how to build effective surveys, conduct interviews, and run focus groups. The course balances quantitative analysis with qualitative insights so you can evaluate customer behaviour and market trends.
You will work through a complete research cycle, from defining a research problem and selecting a sample to analysing the results and presenting your conclusions. The course is open as an elective to students in the Marketing & Communication program.
Who takes this course
- MKTG 1620 Business Administration Essentials
- MKTG 1660 Marketing Management Strategies
Credits: 3 · Hours: 45
Prerequisites
None
Learning outcomes
- Design research instruments, including surveys and interview guides.
- Apply statistical methods to analyse quantitative survey data.
- Conduct and analyse qualitative focus groups or interviews.
- Interpret research findings to support marketing decisions.
- Present research results clearly in written and oral formats.
Evaluation
| Component | Weight (%) |
| Mid-term examination | 25 |
| Research project: data collection and analysis | 40 |
| Final research report | 20 |
| Class participation and quizzes | 15 |