Introduction

This course is designed to provide learners with advanced skills in marketing research, focusing on the entire research process, from identifying problems to data analysis. Learners will develop expertise in both qualitative and quantitative research methods, gaining the tools needed to conduct comprehensive marketing research projects that provide actionable insights for strategic decisions. Topics include literature reviews, data collection techniques, and statistical analysis, ensuring learners are equipped to design, implement, and evaluate research proposals. This course enables students to apply rigorous research methodologies to address real-world marketing challenges and support informed decision-making.

Learning Outcomes

• Be able to identify research problems and formulate research objectives.
• Understand how to review the literature on a research topic.
• Be able to design appropriate business research methodologies.
• Be able to develop a research proposal.