MKT4026H Market Res Methods & Data

Academic Year 2023/2024

The ever-evolving repertoire of digital technologies and channels facilitate marketer’s unprecedented in-depth consumer insight and market intelligence. This also presents challenges into strategically leveraging data into actionable and timely intelligence for planning and resource allocation both at campaign and firm level. The aim of this module is twofold.
First, we aim to provide you with a comprehensive understanding of the market research process through the use of latest research, case studies and practical workshops. By the end of this course you should have a solid theoretical knowledge and practical understanding of the research process in a digital context. This course focuses on both traditional and new online research practices and data gathering methods. Online data gathering techniques are pivotal in understanding consumer behaviour in an online context, and are crucial to tactical and strategic decision making at firm level.
In addition to marketing research methods, you will also be acquainted with analysing research data. While designing and executive marketing research effectively are critical, being able to analyse the resulting data is vital to inform the design and execution of campaigns and marketing strategies. You will learn to apply key analytical techniques to evaluate both quantitative and qualitative data, as well as deriving key actionable insights and recommendations.