This course provides a comprehensive foundation in marketing research methodologies essential for validating, launching, and growing a new business venture. Moving from research design to data collection and quantitative analysis, students learn to transform market data into actionable insights for entrepreneurial decision-making. The curriculum emphasizes the unique research challenges faced by startups, including opportunity assessment, market sizing, and product-market fit analysis. Ethical considerations and professional standards including data integrity, participant rights, and responsible reporting are integrated throughout the research process. Students will apply these principles by designing, executing, and presenting research projects aimed at solving real-world challenges for early-stage ventures. By combining methodological rigor with ethical accountability, this course prepares students to conduct marketing research that is both analytically sound and socially responsible, equipping future entrepreneurs to build evidence-based, sustainable businesses.
- Teacher: SITI NOR BAYAAH BINTI AHMAD Dr.