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MKT403Management Sciences3 Unitsintermediate

Marketing Research

This course introduces students to the principles and practices of marketing research. It explores the nature and scope of marketing research, tracing its historical development and discussing basic concepts and reasons for its application. The course examines decision-making criteria, various research problem approaches, and different forms of marketing research. Students will learn about research planning, data collection methods, and ethical considerations in primary research.

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20h

Study Time

13

Weeks

2h

Per Week

basic

Math Level

Course Keywords

Marketing ResearchData AnalysisQuestionnaire DesignDecision MakingResearch Planning

Course Overview

Everything you need to know about this course

Course Difficulty

Intermediate Level

Builds on foundational knowledge

65%

intermediate

➕

Math Level

Basic Math

🔬

Learning Type

Hands-on Practice

Course Topics

Key areas covered in this course

1

Marketing Research Principles

2

Decision Making in Research

3

Research Planning

4

Data Collection Methods

5

Questionnaire Design

6

Ethical Considerations

Total Topics6 topics

Ready to Start

No specific requirements needed

This course is designed to be accessible to all students. You can start immediately without any prior knowledge or specific preparation.

Assessment Methods

How your progress will be evaluated (3 methods)

assignments

Comprehensive evaluation of course material understanding

Written Assessment

tutor-marked assessments

Comprehensive evaluation of course material understanding

Written Assessment

final examination

Comprehensive evaluation of course material understanding

Written Assessment

Career Opportunities

Explore the career paths this course opens up for you

Market Research Analyst

Apply your skills in this growing field

Marketing Manager

Apply your skills in this growing field

Brand Manager

Apply your skills in this growing field

Advertising Manager

Apply your skills in this growing field

Sales Manager

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

Consumer GoodsRetailAdvertisingFinancial ServicesHealthcare

Study Schedule Beta

A structured 13-week journey through the course content

Week

1

Module 1: Marketing Research

3h

Unit 1: Introduction to Marketing Research/Research Concepts

3 study hours

•Define marketing research, identify basic concepts, and understand objectives.

Week

2

Module 1: Marketing Research

3h

Unit 2: The Role of Marketing Intelligence in Corporate Planning

3 study hours

•Identify long-term objectives, evaluate internal resources, and appraise the external environment.

Week

3

Module 1: Marketing Research

3h

Unit 3: Marketing Research Brief/ Proposal

3 study hours

•Explain marketing research requirements and how it alters client perception.

Week

4

Module 1: Marketing Research

3h

Unit 4: Marketing Management Decision-Making & Marketing Research

3 study hours

•Identify decision-making processes and categories of marketing research design.

Week

5

N/A

3h

Unit 5: Problem of Definition

3 study hours

•Ascertain how marketing research problems are defined and distinguish between theory and law.

Week

6

N/A

3h

Unit 6: Decision Alternative in Marketing Research Process

3 study hours

•Define decision-making and identify its usefulness in marketing research.

Week

7

N/A

3h

Unit 7: Research Objectives

3 study hours

•Define research objectives and examine their roles in marketing research.

Week

8

N/A

3h

Unit 8: Research Plan: Sales Efforts and Advertising with Emphasis on Planning

3 study hours

•Identify the purpose of a research plan and explain how research is planned and executed.

Week

9

N/A

6h

Unit 9: Internal and External Published Data

3 study hours

•Differentiate between internal and external published research data and primary and secondary data.

Unit 10: Field or Primary Research

3 study hours

•Define and explain primary or field research and identify their major examples.

Week

10

N/A

3h

Unit 11: Postal Survey

3 study hours

•Define and explain postal survey and mail methods.

Week

11

N/A

3h

Unit 12: Personal and Telephone Interview

3 study hours

•Explain the different forms which personal interview and telephone interview can take.

Week

12

N/A

3h

Unit 13: Panel Research

3 study hours

•Explain the meaning of panel research and how panel market research is being conducted.

Week

13

Module 4: Marketing Research Questionnaire

6h

Unit 14: Overview of Marketing Research Questionnaire

3 study hours

•Discuss the theoretical principles of questionnaire design.

Unit 15: The Flowerpot Approach's Impact on Questionnaire Development

3 study hours

•Discuss and employ the flowerpot approach in developing scientific questionnaire.

This study schedule is in beta and may not be accurate. Please use it as a guide and consult the course outline for the most accurate information.

Course PDF Material

Read the complete course material as provided by NOUN.

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Create concept maps linking Units 1-4 to understand foundational research principles

2

Practice identifying research problems and formulating hypotheses from Units 5-7

3

Review data collection methods in Units 8-12 and their appropriate applications

4

Analyze sample questionnaires from Units 14-18 to identify strengths and weaknesses

5

Focus on ethical considerations in Unit 10 and their implications for research design

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