Marketing managers are required to make enormous number of decisions that have direct impact on consumer experiences and ultimately purchase. This course is designed to equip students with the skills of collecting data, transforming these data into information and developing insights for making effective marketing decisions. Students will be introduced to various techniques and methodologies to plan and execute sound research studies, as well as updated analytical tools to analyse and interpret research results. They will also acquire practical experiences by working on a group research project.

CILO-1: Design and implement marketing research as an integral part of the overall marketing process. CILO-2: Identify and formulate research problem and objectives. CILO-3: Choose and use different quantitative and qualitative research techniques for different research problems. CILO-4: Analyze data using appropriate analytical techniques and tools. CILO-5: Interpret data analysis results to create insights into marketing problems. CILO-6: Communicate effectively the research results. CILO-7: Plan and execute research ethically.