Department: Master of Business Administration
Module Description: The purpose of this module is to provide a comprehensive understanding of marketing research techniques and methods applicable for marketing studies, including quantitative, qualitative, and mixed research techniques, with focus on surveys and analysing data with SPSS. In this module, students will apply the contents of the module in a practical marketing research problem by preparing a research proposal and conducting a marketing research. The course aims to help students to recognize the importance of marketing research, how to define a business problem and develop a research plan, as well as learning techniques for gathering, analysing, and reporting data for making marketing decisions, and understanding the contributions and limitations of marketing research.
