MKT390e Marketing Research

Level: 3
Credit Units: 5 Credit Units
Presentation Pattern: EVERY JAN
E-Learning: BLENDED - Learning is done MAINLY online using interactive study materials in
MyUniSIM. Students receive guidance and support from online instructors via discussion forums and
emails. This is supplemented with SOME face-to-face sessions. If the course has an exam component,
this will be administered on-campus.
Synopsis:
Marketing research is considered one of the key functions in marketing. The topics covered in this
course include: the role and value of marketing research information, technology in the research
process, designing the research project, sampling and its issues, scale measurements, and questionnaire
design issues.
Topics:
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Textbooks:
Hair, Bush and Ortinau: Marketing Research: In a Digital Information Environment 4th Mcgraw-Hill
ISBN-13: 9780071270106

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Learning Outcome:
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Assessment Strategies:
Continuous Assessment Component
PRE-CLASS QUIZ
GROUP BASED ASSIGNMENT
Sub-Total

Weightage (%)
20
30
50

Examinable Component
WRITTEN EXAM
Sub-Total

Weightage (%)
50
50

Weightage Total

100

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