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
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