Qualitative market research is addressed in this course. A core feature includes the undertaking of a major project that spans the duration of the semester. Students are taught basic market research skills and are provided with the opportunity to practise these skills in a real setting. Key areas of marketing research including problem identification, defining project scope, developing a research approach, conducting fieldwork, engaging in analysis and reporting are featured heavily. In addition, issues such as sampling, quantitative research tools and marketing implications are covered.
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