MARKETING RESEARCH | Makerere University Courses

Course Code:

MBS 8215

Course Credit Units:

4

Semester:

Semester 2

Year of Study:

Year 2

Undergraduate or Graduate Level:

Graduate Level

Academic Programs:

Master Of Business Administration

College:

College of Business and Management Sciences

School:

School of Business

Department:

Accounting and Finance

Course Discipline:

Marketing

Course Description & Objectives:

Marketing Research is based on a proactive approach to the management of marketing information and the application of that information to marketing decisions. At its best, marketing research can provide students with valuable insights concerning markets, customers, products, and business strategy. Done incorrectly, marketing research can provide the decision maker with a false sense of validity and integrity, leading to misguided and costly decisions. Objectives:

To provide students with an overview of marketing research so that they can conduct research themselves, manage staff who conduct research for them, and/or deal with professional research firms that provide them with research services.
To illustrate to students that there is only one thing worse than making decisions with no data at all, and that is making decisions with bad data.

Learning Outcomes:

Upon completion of the course, you will be able to:

Write a management decision problem and a marketing research problem, and discuss the differences between them.
Clearly articulate the value in conducting exploratory research to define the research problem.
Collect secondary data to refine a marketing research problem.
Plan, conduct, and interpret a mini focus group.
Create a strategy for increasing survey response rates.
Differentiate between situations that call for surveys and situations that call for observational research.