Module code: MN7284
Module co-ordinator: Dr Ai-Ling Lai
This module covers all major techniques used in marketing research and provides examples of research exercises. The focus is on research design; data collection methods and interpretation of data; the impact of market research on corporate strategy, consumers and society is demonstrated alongside a consideration of the ethics and professional codes of conduct in the market research industry; and the politics and power of research and how its use affects marketing strategy.
- 20 one-hour lectures
- Two one-hour seminars
- Assignment (100%)