Singapore University of Social Sciences

Marketing Research

Marketing Research (MKT390)


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
E-Learning: BLENDED - Learning is done MAINLY online using interactive study materials in Canvas. Students receive guidance and support from online instructors via discussion forums and emails. This is supplemented with SOME face-to-face sessions. If the course has an exam component, This will be administered on-campus.


  • Marketing Research for Managerial Decision Making
  • Overview of the Research Process and Proposals
  • Information-Driven Technology and the Research Process
  • Marketing Intelligence and Database Research
  • Secondary Research: Designs, Searches and Sources
  • 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
  • Questionaire Design: Concepts and Issues

Learning Outcome

  • Discuss the impact marketing research has on marketing decision making.
  • Illustrate the various stages of the marketing research process.
  • Propose how secondary data fits into the customer relationship management process.
  • Analyze the pros and cons of secondary data and the external sources of secondary data.
  • Compare the various primary data collection techniques.
  • Discuss the exploratory designs in gathering primary data.
  • Discuss how to analyse and report qualitative research.
  • Discuss descriptive research in gathering primary data.
  • Compare the use of observational techniques to collect primary data.
  • Examine experimental research and discuss the requirements for conducting experiments.
  • Recommend the types of test marketing that can be used in marketing research.
  • Examine key sampling concepts and discuss the various sampling techniques available.
  • Discuss the attitude measurement process.
  • Design a survey questionnaire and discuss the advantages and limitations of using surveys.
  • Apply marketing principles and practices to real and hypothetical situations.
  • Organise information and apply them to particular marketing scenarios.
  • Develop course competence through discussions.
  • Demonstrate the essential knowledge and interpersonal skills to work effectively in a team.
  • Show written proficiency.
  • Prepare oral presentations in areas related to marketing research.
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