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Marketing Research

Docente: Duncan Guest
Docente: Albert Caruana

Course type: Master +2
Value in ECTS: 6
Bibliographic references available on the University Library website

Academic Year 2012/2013 - II. year - Autumn semester

The course explores the research process and the most common research methods in marketing. After an introduction concerning the nature of empirical research, the course focuses on how to design a research process around a problem statement, and how to carry out the subsequent field research in order to obtain relevant primary and secondary data. The course explores the main qualitative and quantitative research methods, and in particular issues related to survey design, questionnaire development, interview techniques, focus groups, content analysis, observation and experiments. Part of the course deals with data analysis and the application of findings when taking marketing decisions.