DATA5013 - Market Research

Credits: 3

This course provides an in-depth exploration of the market research management process and its role in strategic decision-making. Students will evaluate how research problems and designs shape effective marketing insights and create, as well as implement a range of research procedures, including surveys, questionnaires, and focus groups. Emphasis is placed on coding and analyzing both qualitative and quantitative data, identifying ethical considerations, and integrating emerging trends such as digital intelligence. Through evidence-based analysis, students will formulate and justify actionable recommendations that align with organizational goals and evolving market needs. 