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Marketing Research - MNM3702

Under Graduate Degree,Diploma Semester module NQF level: 7 Credits: 12
Module presented in English
Pre-requisite: MNM2601 or MNM2605 or MNM2611 or MNM2614
Purpose: The purpose of this module is to provide students with integrated knowledge of the role of marketing research in marketing management. It will focus in more detail on the entire marketing research process which shed light on problem identification and objectives, the various types of research designs, data collection methods, sampling techniques and methods; data analysis methods for qualitative and quantitative data and reporting on findings. After completing this module, students will be able to demonstrate their understanding of the knowledge gained in each step of the marketing research process by applying theoretical concepts to a practical context in order to prepare students for their field of work. Students will further be able to demonstrate an understanding of, and be able to show ability to select and apply a range of methods to resolve a given marketing research problem in an ethical way that will support and promote welfare, justice and respect in marketing research.