Market Research


Course Name

Market Research

Course Code


Number of Contact Hours

45 hours

Credit Hours

3 Credit Hour

Duration and Frequency

  • 15 sessions 
  • Each session = 3 hours
  • Frequency: daily Monday to Friday
  • Duration: 3 weeks

Mode of Delivery

  • Online/ On Campus/ Hybrid 


Professional Development – 

D- Sales and Marketing Courses


This course provides a comprehensive and hands-on approach to applied market research and the interaction between marketing research decisions and marketing management decisions. The student will be exposed to a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies



On completion of this course, participants are expected to be able to have a practical working knowledge of:

  1. Market research including defining the marketing research problem and developing an approach
  2. Exploratory research design, descriptive research design, and casual research design
  3. Questionnaire and form design
  4. Sampling including design and procedures and final initial sample size determination
  5. Basic statistical analyses including frequency distribution, cross-tabulation, hypothesis testing, analysis of variance and covariance, and correlation and regression



  1. Introduction to Marketing Research and Defining the Marketing Research Problem and Developing an Approach 
  2. Research Design
  3. Exploratory Research Design: Secondary and Syndicated Data and Qualitative Research
  4. Descriptive Research Design: Survey and Observation 
  5. Measurement and Scaling: Fundamentals and Comparative Scaling and Non-comparative Scaling Techniques 
  6. Casual Research Design: Experimentation
  7. Questionnaire and Form Design
  8. Sampling: Design and Procedures and Final Initial Sample Size Determination 
  9. Fieldwork
  10. Data Preparation
  11. Frequency Distribution, Cross-Tabulation, and Hypothesis Testing 
  12. Analysis of Variance and Covariance  and Correlation and Regression 
  13. Discriminant and Logit Analysis 
  14. Factor Analysis and Cluster Analysis


Course Textbook:

Online Market Research: Cost Effective Searching of the Internet and Online Databases

John F. Lescher



Feedback Given to Participants in Response to Assessed Work 

  • Individual written feedback on coursework
  • Feedback discussed as part of a tutorial
  • Individual feedback on request
  • Model answers 


Developmental Feedback Generated Through Teaching Activities

  • Feedback is given at presentations and during tutorial sessions
  • Dialogue between participants and staff in tutorials and lectures



The course grade will be based on a final project presented by the participant and graded by the instructor. Participants much achieve a passing grade of 70% or more to be awarded a certificate of completion of the course.