24720 Applied Marketing Research

Description

This subject provides a comprehensive review of the marketing research process, from problem recognition and definition through to the findings and recommendations for marketing decision-making. The subject provides students with the cognitive, technical and creative skills to generate and evaluate complex ideas and concepts and apply them to the field of marketing research. This can then be applied in the subject to conduct high quality, managerially actionable research. Topics covered include the marketing process – the generation and management of the marketing information resources of an organisation. In this sense, the subject is critical to a discussion of specific, functional decision areas of marketing in other subjects. The practical emphasis in this subject contributes to students' understanding of the theories, technical skills, and methodologies required to draw conclusions to make professional decisions for marketing decision makers.