MARKETING RESEARCH (4 Credits)

Learning Outcomes:

On successful completion of this course, students will be able to: Describe the fundamental principles of marketing research; Demonstrate the marketing research process; Analyze the marketing research result in order to help in marketing decision making.

Topics:

1. The Role of Marketing Research;
2. The Marketing Research Industry and Research Ethics;
3. Problem Definition and The Research Process;
4. Secondary Data and Big Data Analysis;
5. Qualitative Research;
6. Traditional Survey Research;
7. Online Marketing Research;
8. Observation;
9. Experimentation and Test Markets;
10. The Concept of Measurement;
11. Using Measurement Scales to Build Marketing Effectiveness;
12. Questionnaire Design;
13. Basic Sampling Issues;
14. Sample Size Determination;
15. Data Processing and Fundamental Data Analysis;
16. Statistical Testing of Differences and Relationships;
17. Bivariate Correlation and Regression;
18. Multivariate Data Analysis;
19. Communicating the Research Results.