The objective of this course is to teach the students the concept of quantitative research and to train them on how to use large and representative sample to collect data that can be analyzed statistically to output conclusive results.

By the end of this course, students will be able to: 1. Explain and apply key concepts in the marketing research process. 2. Identify the key decision problem for which marketing research is required. 3. Develop a marketing research plan and study design for a given problem. 4. Identify and define requirements for adequate data and information sources. 5. Apply adequate methods for data generation and analysis, and 6. Present key research results in an effective and concise manner that meets the requirements of those who use the information for business decision making.