This unit provides an introduction to marketing research and an overview of the industry. The major components of marketing research projects are discussed and students gain an insight into understanding and structuring research problems. The unit also gives an overview of primary, secondary and internal sources of data as well as advanced methods and techniques of research.
1x 3hr seminar per week
in-semester exams(s) (20%), final exam (30%), project (stage 1) (20%), project (stage 2) (20%), class participation (10%)