This module deals with the vital role of information and research in marketing. In order to make marketing decisions, such as which product should be developed and marketed and what strategies should be used to promote a product, correct and up-to-date information is essential. To acquire this information marketing research needs to be conducted. In this module, students will learn how to conduct a marketing research project following a step by step, systematic marketing research process. Going through this process involves making many important research decisions. For example what type of research design should be adopted, which methods should be used to collect primary data, what sampling technique should be used, and what should be the minimum sample size attained. Through different session topics students will also be taught the essential knowledge and concepts required to make these research decisions. The module will be conducted through a large scale case study, standard lectures with a number of class exercises and workshops to teach students how to analyse the data collected from a marketing research report.