The world's most flexible MBA programme
This is your MBA. Not ours. That means you start when you like and finish when you like. You can study from home or on campus. At EBS, our courses are designed to fit round you.
One of the world's largest MBA programmes
Edinburgh Business School is one of the world's pre-eminent business schools. We have more than 10,900 active students. More than 15,500 alumni. And partners across seven continents.
One of the world's most innovative business schools
Our rigorous courses can be studied in any order. You take exams when you're ready. At Edinburgh Business School, we take a different view. Come and see for yourself.
Some of the most talented students – and teachers – in the business world
We have students from more than 40% of Fortune 500 companies. Our courses are written by prize-winning business authors. For more than 20 years, our programmes have challenged, inspired – and rewarded.
The marketing research elective gives you a solid understanding of the marketing research process as well as the practical skills to do qualitative and quantitative research. It looks in detail at data collection methods, measurement instruments, sampling procedures and data analysis techniques. The emphasis is on solving marketing problems using marketing research. Extensive case study material offers insights into the problems and practical applications of the research techniques.
- The nature of marketing research.
- Planning the research project.
- Secondary data.
- Measurement and scaling.
- Qualitative research.
- Observations and experiments.
- Quantitative data analysis.
- Qualitative data analysis.
- Evaluating, reports and presentation.
- Applied marketing research.
- Marketing research settings: business-to-business, services and internal marketing.
- Global marketing research.
- Marketing decision-support systems.