Solving business problems and identifying market opportunities involves the employment of various research techniques. This subject aims to provide students with the fundamentals of data-driven marketing research in a dynamic business environment. Students can develop skills in appropriate analytical methods of both qualitative and quantitative data, including the use of statistical analytical packages, and the methods by which the data/big data can be turned into useful information. Engaging in both independent and group research enriches problem solving and decision-making attributes valued within marketing environments.
a) Explain the basic principles of designing marketing research and big data.
b) Analyse various data collection methods and sampling design.
c) Appraise appropriate analytical techniques for different types of survey data.
d) Assess the consequences of sampling and the nature of data analysis in a marketing case study.
(G)* = Group Assessment