Singapore University of Social Sciences

Marketing Research

Marketing Research (MKT390)

Synopsis

Marketing research is considered one of the key functions in marketing. The topics covered in this course include: the role and value of marketing research information, technology in the research process, designing the research project, sampling and its issues, scale measurements, and questionnaire design issues.

Level: 3
Credit Units: 5
Presentation Pattern: EVERY JAN

Topics

  • Marketing Research for Managerial Decision Making
  • Overview of the Research Process and Proposals
  • Overview of Secondary, Qualitative, and Quantitative Research
  • Exploratory Designs: In-Depth Interviews and Focus Groups
  • Survey Research Methodology: Measurement Issues and Questionnaire Design
  • Causal Research Designs and Test Markets
  • Sampling: Theories, Designs and Plans
  • Temporal Dynamics in Marketing Research: Experience Sampling Method and Behavioural Nudges
  • Social Media and Mobile Research: Marketing Research in the Information Technology Era
  • Analysing and Reporting Qualitative Research
  • Analysing and Reporting Quantitative Research
  • Fieldwork Considerations and Career as a Marketing Research Specialist

Learning Outcome

  • Appraise the various stages of the marketing research process and the use of secondary, qualitative, and quantitative data.
  • Evaluate various exploratory research designs in gathering primary data.
  • Compare survey and causal research designs in gathering primary data.
  • Analyse the implications of information technology and temporal perspectives on marketing research.
  • Examine key sampling concepts and the various sampling techniques available.
  • Apply data-analytic strategies for qualitative and quantitative research.
Full-time ProgrammesPart-time Programmes / CET Courses
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