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MKT837Management Sciences3 Unitsintermediate

Marketing Research

This course introduces students to the principles and practices of marketing research. It covers problem definition, research objectives, data collection methods (primary and secondary), and questionnaire design. Students will learn about decision alternatives, research plans, and ethical considerations in research. The course also explores data analysis techniques and the application of research findings in marketing decision-making.

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20h
Study Time
13
Weeks
2h
Per Week
basic
Math Level
Course Keywords
Marketing ResearchQuestionnaire DesignData AnalysisResearch PlanningConsumer Behavior

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 Definition

2

Research Objectives

3

Data Collection Methods

4

Questionnaire Design

5

Sampling Techniques

6

Data Analysis

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 Executive

Apply your skills in this growing field

Business Development Manager

Apply your skills in this growing field

Industry Applications

Real-world sectors where you can apply your knowledge

Consumer GoodsRetailFinancial ServicesHealthcareTechnology

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
  • •Understand the definition of marketing research
  • •Identify basic concepts
  • •Explore the importance of marketing research
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
  • •Appraise the external environment
  • •Establish internal strengths and weaknesses (SWOT analysis)
Week
3

Module 1: Marketing Research

3h

Unit 3: Marketing Research Brief/ Proposal

3 study hours
  • •Explain marketing research requirements
  • •Explain how it alters client's perception
  • •Explain how researcher and client understand the problem
  • •Understand marketing research brief
Week
4

Module 1: Marketing Research

3h

Unit 4: Marketing Management Decision-Making & Marketing Research

3 study hours
  • •Identify the process of decision-making
  • •Identify categories of marketing research design
  • •Discuss application of decision making to marketing research
  • •Discuss marketing survey research decision
Week
5

Module 1: Marketing Research

3h

Unit 5: Problem of Definition

3 study hours
  • •Ascertain how marketing research problem is defined
  • •Distinguish between theory and law
  • •Draw an analogy between a research problem and symptom
  • •Show practical combination of induction and deductions
  • •Differentiate marketing research from management research
Week
6

Module 1: Marketing Research

3h

Unit 6: Decision Alternative in Marketing Research Process

3 study hours
  • •Define decision making
  • •Identify the usefulness of effective decision making
  • •Evaluate decision making using certain conditions
  • •Explain the concept of decision tree
  • •Describe phases in decision making
  • •Explain decision making models
Week
7

Module 1: Marketing Research

3h

Unit 7: Research Objectives

3 study hours
  • •Define research objective
  • •Examine the roles of objective
  • •Differentiate between business and research objectives
  • •Identify types of business and marketing research objectives
  • •Explain customer behavioral objectives
Week
8

Module 1: Marketing Research

3h

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

3 study hours
  • •Identify the purpose of a research plan
  • •Explain how research is planned and executed
  • •Explain the specific aim of a research plan
  • •Analyze the background and significance
  • •Explain a typical research design
Week
9

Module 1: Marketing Research

3h

Unit 9: Internal and External Published Data

3 study hours
  • •Differentiate between internal and external published research data
  • •Identify sources of primary and secondary data
  • •Define syndicate market research services
  • •Explain challenges of using published research data
Week
10

Module 1: Marketing Research

3h

Unit 10: Field or Primary Research

3 study hours
  • •Define and explain primary or field research
  • •Explain how to conduct primary research
  • •Examine the purpose of conducting field research
  • •Explain approaches for data collection
  • •Distinguish between laboratory and field research
Week
11

Module 1: Marketing Research

3h

Unit 11: Postal Survey

3 study hours
  • •Define and explain postal survey and mail method
  • •Analyze cases where organizations jettisoned postal survey
  • •Explain survey questionnaire
  • •Analyze why postal method is different from personal interview
  • •Explain the concept of opinion research services
Week
12

Module 1: Marketing Research

3h

Unit 12: Personal and Telephone Interview

3 study hours
  • •Explain different forms of personal and telephone interview
  • •Explain how to structure individual and group interviews
  • •Identify difficulties encountered when conducting interviews
  • •Define instrumentation
  • •Identify qualities of questionnaire
Week
13

Module 1: Marketing Research

3h

Unit 13: Panel Research

3 study hours
  • •Explain the meaning of panel research
  • •Distinguish between consumer and business research
  • •Explain how panel market research is conducted
  • •Explain qualitative and quantitative research
  • •Explain data analysis and how panels work

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

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Study Tips & Exam Preparation

Expert tips to help you succeed in this course

1

Review all tutor-marked assignments and feedback

2

Create summaries of key concepts from each unit

3

Practice applying research methods to real-world marketing scenarios

4

Focus on understanding the differences between primary and secondary data collection

5

Prepare examples of good and bad questionnaire design

6

Allocate study time evenly across all modules

7

Create flashcards for key terms and definitions

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