The course emphasizes the applications of marketing research tools to address marketing management problems. Key topics covered include research design, sampling methods, questionnaire design, field work/use of digital media for data collection, basic data analysis, advanced marketing analytics (linear and multivariate), and effective communication of research results via written reports and oral presentation. A key feature of the course involves students undertaking empirical marketing research projects, which seek to provide relevant recommendations to address managerial problems.

Pre-requisites: (MKT301 Or MKT250) And MGT355