COURSE DESCRIPTION
This course provides a comprehensive and hands-on approach to applied market research and the interaction between marketing research decisions and marketing management decisions. The student will be exposed to a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies
COURSE LEARNING OUTCOMES (CLOs)
On completion of this course, participants are expected to be able to have a practical working knowledge of:
- Market research including defining the marketing research problem and developing an approach
- Exploratory research design, descriptive research design, and casual research design
- Questionnaire and form design
- Sampling including design and procedures and final initial sample size determination
- Basic statistical analyses including frequency distribution, cross-tabulation, hypothesis testing, analysis of variance and covariance, and correlation and regression
COURSE OUTLINE
- Introduction to Marketing Research and Defining the Marketing Research Problem and Developing an Approach
- Research Design
- Exploratory Research Design: Secondary and Syndicated Data and Qualitative Research
- Descriptive Research Design: Survey and Observation
- Measurement and Scaling: Fundamentals and Comparative Scaling and Non-comparative Scaling Techniques
- Casual Research Design: Experimentation
- Questionnaire and Form Design
- Sampling: Design and Procedures and Final Initial Sample Size Determination
- Fieldwork
- Data Preparation
- Frequency Distribution, Cross-Tabulation, and Hypothesis Testing
- Analysis of Variance and Covariance and Correlation and Regression
- Discriminant and Logit Analysis
- Factor Analysis and Cluster Analysis
Course Textbook:
Online Market Research: Cost Effective Searching of the Internet and Online Databases
John F. Lescher
Link: https://www.pearson.com/us/higher-education/program/Lescher-Online-Market-Research-Cost-Effective-Searching-of-the-Internet-and-Online-Databases/PGM285752.html
Feedback Given to Participants in Response to Assessed Work
- Individual written feedback on coursework
- Feedback discussed as part of a tutorial
- Individual feedback on request
- Model answers
Developmental Feedback Generated Through Teaching Activities
- Feedback is given at presentations and during tutorial sessions
- Dialogue between participants and staff in tutorials and lectures
GRADING AND SCORING
The course grade will be based on a final project presented by the participant and graded by the instructor. Participants much achieve a passing grade of 70% or more to be awarded a certificate of completion of the course.
