Course Description

Course Name

Understanding Markets

Session: VDNS3121

Hours & Credits

18 Credit Points

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


An introduction to marketing research and data analysis and their role in solving problems encountered by businesses. The emphasis is placed on commissioning, assessing and interpreting quantitative and qualitative marketing research during a professional career.

Course Structure
Topics include:
-Introduction to understanding markets - market analysis and marketing research
-Problem definition and research design (qualitative and quantitative), sampling
-Secondary data sources - finding data, library use
-Qualitative research (design)
-Qualitative research (application and analysis)
-Quantitative research design (descriptive/causal) measurement
-Introduction to statistics - hypothesis testing
-Questionnaire design and data preparation
-Frequencies and cross-tabulation
-Testing significant differences
-Testing for association
-Presenting data, understanding research reports and academic articles

Learning Outcomes
-Interpret existing data and draw meaningful conclusions
-Translate marketing problems into feasible research questions
-Discuss research principles and recognise biases and limitations of marketing data
-Select appropriate qualitative and quantitative research methods and appropriately apply them to marketing research questions
-Demonstrate competence with statistical packages, be able to enter data, conduct various statistical analyses and interpret their outputs

Essentials of Marketing Research, Joseph E. Hair, Jr., Mary Wolfinbarger Celsi, David J. Ortinau and Robert P. Bush. (3rd Edition, 2013). McGraw-Hill: New York.

*Course content subject to change