International Marketing Research

Marketing research allows marketers to make empirically-determined, well-informed decisions and more so when dealing with the complexities of international markets. This module is intended to introduce the principles of marketing research and familiarize students with the main research methods and techniques. Its syllabus include topics such as research methodology, research design, data sources for international marketing research, measurement and scales, questionnaire design, survey design, sampling, understanding marketing metrics, qualitative studies, and basic analytical techniques.