Course Description:
Study the principles, skills and techniques used in quantitative marketing research. Topics include marketing problem identification, sources of secondary data, marketing decision-making and research planning, sampling, experimentation, measurement concepts, data collection, analysis and report preparation. Develop a marketing research proposal for a particular organization's situation or problem. Students are required to purchase the latest edition of the SPSS software (packaged with the required textbook).
Prerequisites: Statistics and Marketing Principles or equivalents. The nature of this Marketing Research course necessitates students to have completed both Statistics and Marketing Principles studies before enrolling in the course.
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