At the end of this course, the students; 1) Understand the relationship between marketing research and decision making. 2) Know how a marketing research process conducted 3) Know the strengths and weaknesses of alternative research design. 4) Comprehend the range of qualitative and quantitative techniques and methods available in market research, including applicability and limitations 5) Can collect and analyze data and interpret the results.
MODE OF DELIVERY
Face to face
PRE-REQUISITES OF THE COURSE
No
RECOMMENDED OPTIONAL PROGRAMME COMPONENT
COURSE DEFINITION
This course focuses on objectives and processes of marketing research. Also, determination of research objectives, methods, research design, sampling size, conduct of research, as well as application of results obtained from analysis and interpretation to marketing decisions are covered.
COURSE CONTENTS
WEEK
TOPICS
1st Week
Introduction to the course & Introduction to marketing research
2nd Week
Marketing research process
3rd Week
Research design
4th Week
Exploratory research design: Qualitative research
5th Week
Descriptive research design
6th Week
Measurement and scaling
7th Week
Questionnaire design,
8th Week
Mid-term examination
9th Week
Sampling: design and procedures
10th Week
Field work, SPSS Lab
11th Week
Descriptive statistics, SPSS LAb
12th Week
Hypothesis testing, SPSS Lab
13th Week
Group presentations-I
14th Week
Group presentations-II
RECOMENDED OR REQUIRED READING
Malhotra, Naresh K., (2009). Marketing Research: An Applied Orientation, Prentice Hall Noresh, Malhotra. Marketing Research and SPSS 11.0 Package (International Edition). 4. Baskı, Pearson Education, 2003.
PLANNED LEARNING ACTIVITIES AND TEACHING METHODS
Lecture,Discussion
ASSESSMENT METHODS AND CRITERIA
Quantity
Percentage(%)
Mid-term
1
20
Assignment
1
20
Project
1
35
Attendance
1
5
Total(%)
80
Contribution of In-term Studies to Overall Grade(%)
80
Contribution of Final Examination to Overall Grade(%)
20
Total(%)
100
LANGUAGE OF INSTRUCTION
English
WORK PLACEMENT(S)
No
KEY LEARNING OUTCOMES (KLO) / MATRIX OF LEARNING OUTCOMES (LO)