Marketing research methods is a course at the master-level for students in the Strategic Marketing program. In 7 weeks time, students get introduced with the statistical methods used in marketing research.
The learning goals are two-fold:
- students learn how companies use marketing research
- students learn how to use the statistical methods used in marketing research
The books I use are the ‘SPSS Survival Manual’ by Julie Pallant and ‘Marketing Research’ by Naresh K. Malhotra and David F. Birks.