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DG6T34 Marketing Research Theory



This unit is designed to enable candidates to demonstrate an understanding of the key theoretical concepts and ideas underpinning marketing research. It is intended that the emphasis will be on understanding rather than application. The candidate is not required to undertake marketing research as part of this unit. This unit is intended as an introduction to marketing research theory or as a precursor to more specialised marketing research units such as marketing research applications.

Topics: DG6T34 Marketing Research Theory, DG6T 34, sequential nature of the marketing process, quantitative research, qualitative research, research instruments, sampling technique, SCQF Level 7
Year: 2013
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Provided by: Jorum Open
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