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 JAN


  • 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.
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