Course Brief

This course provides a solid understanding of the marketing research process, as well as the skills necessary to undertake both qualitative and quantitative research. The emphasis is firmly on the practical application of the discipline, using research to solve real marketing problems.


  • 45-60 contact hours
Topics covered
  • The nature of marketing research.
  • Planning the research project.
  • Secondary data.
  • Sampling.
  • Surveys.
  • Measurement and scaling.
  • Questionnaires.
  • Qualitative research.
  • Observations and experiments.
  • Quantitative data analysis.
  • Qualitative data analysis.
  • Evaluating, reports and presentation.
  • Applied marketing research.
  • Marketing research settings: business-to-business, services and internal marketing.
  • Global marketing research.
  • Marketing decision-support systems.