Market Research

Module code: MN7284

Module co-ordinator: Dr Ai-Ling Lai

Module Outline

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.