| Weeks | Topics |
| 1 |
Introduction to marketing research
|
| 2 |
Defining the marketing research problem and developing a research approach
|
| 3 |
Research design
|
| 4 |
Secondary data collection and analysis
|
| 5 |
Qualitative research: its nature and approaches
|
| 6 |
Qualitative research: its nature and approaches
|
| 7 |
midterm exam
|
| 8 |
Survey and quantitative observation
techniques
|
| 9 |
Survey and quantitative observation
techniques
|
| 10 |
Measurement and scaling: fundamentals, comparative and non-comparative scaling
|
| 11 |
Measurement and scaling: fundamentals, comparative and non-comparative scaling
|
| 12 |
Questionnaire design
|
| 13 |
Questionnaire design
|
| 14 |
Sampling: design and procedures
|