This course centers on the marketing research in the marketing process. Studying marketing research enhances understanding of what marketing strategies are likely to be effective, how marketers operate in the marketplace to retrive valuable information for supporting marketing strategy. Thus, marketing research has managerial implications.
Its basic objectives are:
1) to provide the appropriate theories and concepts to make better marketing management decisions;
2) to increase skills in secundary and primary data collection; and
3) to provide a forum for students to discuss and apply these skills.
After completing the course, students will be able to undertake marketing research from a global perspective. Processes of secundary and primary data collection can be explained, identified and used for improving managerial decision-making.