The emphasis in this course is on thoroughly understanding marketing research techniques and the compilation of a marketing research project. Accordingly, it primarily is intended for individuals interested in specializing in marketing research. Students taking this paper will benefit through a better understanding of the needs of clients and the range of possible applications of marketing research.

• Integrate the components of marketing research into the marketing research process;
• Undertake individual stages of the marketing research process in a scientific manner;
• Have an in-depth understanding of the principles of survey design and online survey methods;
• Understand the flow and components of a data analysis strategy;
• Understand the assumptions and techniques of multivariate research methods;
• Analyze and interpret the results from various multivariate techniques.

• Marketing and sales managers, supervisors, and employees.
• Marketing trainers.
• Employees from public sectors, managing or carrying out in-house research projects

• Introduction to Advanced Marketing Research. Qualitative and quantitative research methods. Sampling methods.
• Assignment briefing. Questionnaire design, reliability and validity. Online survey methods.
• Data preparation, and basic data analysis (chi-square/t-tests) and data presentation (graphing).
• Identifying relationships between continuous marketing variables (regression and correlation).
• Analysis of Variance (ANOVA) and Analysis of Covariance (ANCOVA).
• Term Test
• Market segmentation (cluster analysis).
• Reducing the collected data into manageable information (factor analysis).
• Assignment 2 working session.
• Presenting research information, course review and exam preparation.
• Student research presentations.
• Market Research Day.

CDGA attendance certificate will be issued to all attendees completing minimum of 75% of the total course duration.