325-212 Principles of Market Research

325-211 Principles of Marketing.

This subject develops students' knowledge of fundamental market research concepts. It addresses the purpose, procedures and applications of market research; helps view market research from a 'users' and 'doers' perspective; and aims to improve the managerial value of market research for strategic decision making. Specific topics include the formulation of the research problem; research design; data collection instruments; data collection procedures; statistical data analysis tools including multiple regression analysis; and the interpretation and use of research results.

• High level of development: written communication; collaborative learning; problem solving; team work; statistical reasoning; use of computer software.

• Moderate level of development: application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources.

• Some level of development: oral communication; receptiveness to alternative ideas.

A 2-hour examination (60%), written assignment(s) totalling not more than 3000 words (30%) and tutorial work (10%).