BUS3001 - Marketing Research

Year of Study:3
Credit Units: 3
Duration: 45hours
Prerequisites: BUS2001 Principles of Marketing or with the Instructor’s permission and upon endorsement of the relevant Head and Programme Director
Module Description
This module is designed to equip students with concepts and theories of conducting research in marketing. It focuses on conceptual as well as practical issues related to research design, measurement, data collection, sampling, analytical techniques, research ethics, report writing and presentation skills. Students are expected to demonstrate the ability of critically analysing marketing problems and making informed decisions through interpreting research data.
Learning Outcomes
Upon completion of this module, students should be able to:

  1. demonstrate a basic understanding of key and major steps underlying the marketing research process;

  2. incorporate the implications of ethical issues in conducting marketing research;

  3. analyse the issues related to marketing research from different perspectives; and

  4. conduct a small-scaled marketing research project on a group basis.