This module introduces students to the fundamentals of quantitative research, enabling them to collect numerical evidence by formulating quantitative research designs and using tools like surveys and statistical analysis packages. It further elaborates on the methods of collecting, analysing and interpreting quantitative data. During the course of the module, students will have a chance to make use of Market Research Lab facilities for online data collection and computer-assisted data analysis, as well as to learn the art of reporting statistical findings in a meaningful manner.