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Marketing Research

504321 - Marketing Research
Faculty

Faculty of Business

Department

Digital Marketing and Innovation

Credit Hours

3

Pre-requisite

504226

Co-requisite

-

Distribution

3 + 0
This course is designed to provide marketing students the full process, knowledge and skills of the field of marketing research. This course helps to understand the role of marketing research in today's business and marketing strategies to achieve intended performance levels. This includes designing research projects, designing methodologies, developing experimental designs, and designing and developing several quantitative and qualitative research primary data collection methods and instruments such as questionnaires and interviews. This course explores quantitative and qualitative techniques for analyzing data, implementing research projects, and communicating and interpreting research results and implications. Moreover, this course is concerned with the application of scientific methods to the solution of marketing problems in order to increase the ability of management to make relevant marketing decisions based on sound marketing information.