Aims
The aim is for students to learn a project-based approach to designing marketing research, and about various methods of collecting primary data.

Learning outcomes
On successful completion of this module students will:

• know the stages of designing a marketing research project, and know a variety of approaches and methods available at each stage;
• know how to use the following in the collection of primary data: structured, unstructured and semi-structured methods of interviewing; construction of multi-item scales; checks for the validity and reliability of data; sampling methods.

Module outline
The current year's module outline can be found via The School's website