Subject

Marketing Research and Information

How organisations plan, collect, analyse and use marketing information — research design, secondary and primary methods, questionnaires, sampling, analysis, reporting and marketing information systems.

What this subject covers

Covers the ZIM Level 4 Marketing Research and Information syllabus. Learners study the nature and uses of marketing research, research objectives and the research process, secondary and primary research, qualitative and quantitative methods, interviews, focus groups, observation and experiments. Later topics cover questionnaire design and measurement scales, sampling and sampling error, reliability and validity, research ethics, briefs, proposals, reports and presentations, and marketing information systems, customer databases, CRM, data warehousing and knowledge management.

Lesson topics

Nature, Scope and Types of Marketing Research
Research Applications, Segmentation and Business Advantage
Decision Problems, Research Objectives and Information Requirements
The Research Process and Research Programme Design
Secondary Research, Sources and Evidence Appraisal
Primary Research and Method Selection
Qualitative, Quantitative and Mixed-Method Research
Projective Techniques, Coding and Qualitative Analysis
Quantitative Analysis, Cross-Tabulation and Statistical Interpretation
Questionnaire Administration and Survey Modes
Response Rates, Non-Response and Fieldwork Control
Interviews, Focus Groups and Discussion Guide Design
Observation, Panels and Experimental Research
Questionnaire Construction, Wording and Pilot Testing
Question Formats, Measurement Scales and a Worked Questionnaire
Population, Sampling Frames, Sample Size and Sampling Design
Probability Sampling Methods and Practical Selection
Non-Probability Sampling, Quotas and Inference Limits
Sampling Error, Non-Sampling Error and Total Survey Quality
Reliability, Validity and Legal, Ethical and Social Responsibilities
The Research Industry and Research Supplier Selection
Research Briefs, Proposals and Client–Supplier Relationships
Research Reports and Oral Presentations
Project Evaluation and Actionable Recommendations
Marketing Information Systems and Decision Support
Information User Specifications, System Formats and Access
Customer Databases: Design, Implementation and Maintenance
Customer Profiling, CRM, Database Marketing and Research
Data Warehouses, Data Marts and Responsible Data Mining
Knowledge Management and Integrated Information Governance

CPD advantage: Completing this subject may qualify for Continuous Professional Development (CPD) points with your professional body — check with them for recognition.

Fees

Course fee K600.00

Assessment fee Not applicable — no assessment

Total amount to pay K600.00

Save K1,000.00 by bundling

Pay K3,800.00 for all 8 subjects in ZIM Marketing Level 4 instead of K4,800.00 — assessment fees included, no extra payment. View the programme.

30 lesson topics

No assessment at present. This subject is currently study-only: you get the full lessons, but there is no assessment to take, so it doesn't lead to a certificate for now.

Remember: you must apply for a minimum of 2 subjects in total.

Apply Now Recommend on WhatsApp