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Quantitative research for marketing decisions 814


 
Module code BEM 814
Qualification Postgraduate
Faculty Faculty of Economic and Management Sciences
Module content

The role of quantitative methods in marketing research; Exploratory research design: Secondary data; Descriptive research design: Survey and Observation; Causal research design: Experimentation; Measurement and Scaling: Fundamentals and Comparative scaling; Measurement and Scaling: Non-comparative scaling; Sampling: Final and Initial sample size determination; Frequency distribution, Cross-tabulation, and Hypothesis testing.
Module credits 18.00
NQF Level 09
Prerequisites No prerequisites.
Contact time 1 lecture per week
Language of tuition Module is presented in English
Department Marketing Management
Period of presentation Semester 2
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