Market and Business Research

This subject develops students' knowledge of fundamental market and business research concepts. It addresses the purpose, procedures and applications of market business research; helps view market and business research from a 'users' and 'doers' perspective; and aims to improve the managerial value of such research for strategic decision making. Specific topics include the formulation of the research problem; research design; data collection instruments; data collection procedures; statistical data analysis tools including multiple regression analysis; and the interpretation and use of research results. Market and Business Research is designed for future marketing managers and researchers and aims to help students develop skills to address management problems using analytical tools.