This course provides an insight into the nature and assumptions of marketing research conducted by corporations and companies in today’s ever-changing global economy. It also provides knowledge and experience in the areas of ethical standards, and the planning and implementing of effective marketing research. The scope of this course covers the basics of marketing research through the more difficult and contemporary trends faced by companies today. Specifically, this course also covers marketing research as a business management tool; survey research and questionnaire design; scientific marketing research design and planning; data collection; attitude measurement, scaling, basic statistics and statistical tools for research analysis; hypothesis testing, and report writing and communication of research results.