This module imparted a basic understanding of the various marketing research ‎techniques currently employed by some of the major corporations ‎as well as SME companies. ‎Exposition of these techniques consisted of two ‎dimensions: theoretical and practical.

Whilst this was essentially a module in Marketing Research, the problem ‎contexts used to illustrate the various concepts were managerial. The module had a strong applied and managerial orientation that is ‎relevant to the current marketing and management environment. In ‎discussing the research techniques, the emphasis was on applied ‎aspects unique to the marketing data and not on methodological ‎elegance.‎