24720 Marketing Research

This subject provides a comprehensive account of the marketing research process, from problem recognition and definition through all the procedural steps of findings and recommendations for marketing decision-making. Specific treatment of the nature, role and management of marketing information in a corporate setting provides a basis for discussion and development of research methodology. Topics covered include a fundamental component of the marketing process; the generation and management of the marketing information resources of an organisation. In this sense, the subject is critical to discussion of specific, functional decision areas of marketing in other subjects in the course. The practical emphasis further contributes to the student's understanding of the problems and potentials inherent in the collection and analysis of marketing data.