Covers data collection, survey design, and basic statistical analysis for market insights.
About this course
Marketing Research Methods introduces the tools and techniques used to gather and interpret market data. You will learn how to design surveys, select appropriate samples, and collect both primary and secondary information. The course also covers basic statistical methods for analysing that data, helping you turn raw numbers into actionable marketing insights.
Practical application is central to this course. You will work on a research project that takes you through the full process, from defining a research problem to presenting your findings. This experience prepares you to support marketing strategies with evidence-based recommendations.
Who takes this course
This course is offered to students in the Marketing Management program.
Credits: 3 · Hours: 45
Prerequisites
Learning outcomes
- Design effective survey instruments and sampling plans for market studies.
- Collect primary and secondary data using ethical research practices.
- Apply basic statistical techniques to analyse marketing data.
- Interpret data results to support marketing decision-making.
- Present research findings in clear reports and visual formats.
Evaluation
| Component | Weight (%) |
| Mid-term exam | 30 |
| Research project report | 40 |
| Final exam | 30 |