Welcome to Marketing Research.  This unit is designed to introduce students to the process of conducting marketing research. It is primarily concerned with decisional research rather than basic research. Decisional research provides information for a pending decision whereas basic research is done to advance the level of scientific knowledge. In this respect, marketing research serves a single purpose - that of providing information to assist marketing managers and professionals to make better decisions.

A practical and applied approach is adopted throughout this unit. Students are actively involved in their own market research problem/s throughout the unit.  Students are involved in real life marketing research situations as much as possible.