Marketing Research

Applications Open: 01 October 2022

Applications Close: 30 November 2022

Next Available Intake: January 2023

Course Types: Modular Undergraduate Course

Language: English

Duration: 6 months

Fees: $1378 View More Details on Fees

Area of Interest: Business Administration

Schemes: Alumni Continuing Education (ACE), Lifelong Learning Credit (L2C)

Funding: To be confirmed

School/Department: School of Business

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Synopsis

Marketing research is considered one of the key functions in marketing. The topics covered in this course include: the role and value of marketing research information, technology in the research process, designing the research project, sampling and its issues, scale measurements, and questionnaire design issues.

Level: 3
Credit Units: 5
Presentation Pattern: Every January

Topics

Marketing Research for Managerial Decision Making
Overview of the Research Process and Proposals
Secondary Research: Designs, Searches and Sources
Overview of Qualitative vs. Quantitative Research
Exploratory Designs: In-Depth Interviews and Focus Groups
Analysing and Reporting Qualitative Research
Descriptive Research Designs Using Surveys
Casual Research Designs and Test Markets
Sampling: Theories, Designs and Plans
Overview of Measurement: Construct Development and Scaling
Advanced Measurement Designs for Survey Research
Questionnaire Design: Concepts and Issues

Learning Outcome

Appraise the various stages of the marketing research process.
Compare the various primary data collection techniques.
Evaluate various exploratory research designs in gathering primary data.
Assess various descriptive research designs in gathering primary data.
Examine key sampling concepts and the various sampling techniques available.
Analyse the importance of secondary data in the research process.

Full-time Programmes Part-time Programmes / CET Courses

Singapore University of Social Sciences

Marketing Research