Module Name |
Module Code |
Lecture Hrs |
Practical Hrs |
Credits |
| Marketing Research Methods |
MGT2081Y(3) |
3 |
0 |
6 |
|
| Description |
| The role of marketing research in managerial decision making, the marketing research process, the research proposal, problem formulation, research design, qualitative v/s quantitative research, exploratory research, descriptive research, causal research, primary v/s secondary data, literature review, case studies, focus groups, depth interviews, projective techniques in marketing research, observation techniques, experiments and test markets, questionnaire design, attitude scale measurements, survey methods, sampling theory, data coding and editing, data analysis - testing for significant differences and associations, multivariate techniques in marketing, marketing research and ethics, 15 hrs hands on experience using SPSS, marketing research report and presentation. |
| Faculty |
Department |
| FACULTY OF LAW AND MANAGEMENT |
Department of Management |
| Contact Details |
Administrative assistant: TASLIMA BOODHUN-JHUMKA
Telephone: 4037400
Email: t.boodhun@uom.ac.mu |
|
