By the end of this course, students will be able to:
- Conduct their own marketing research and be competent buyers/users of marketing research
- Identify research needs and select the most suitable research methods
- Design the research instruments and a sampling approach to carry out marketing research
- Analyze quantitative data using the widely used software (SPSS)
- Interpret and present statistical findings to greatest effect
- Develop managerial recommendations based on insights from data analysis
Students proposed ideas to outline a social media initiatve for their event initiative, and gave a field experimental design that allow them to determine the casual effect of the social media initiatives, targeting school children, young adults and parents of children attending primary and secondary education.