MARKET RESEARCH (2 Credits)

Learning Outcomes:

On successful completion of this course, student 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. Problem Definition and The Research Process;
3. Secondary Data and Big Data Analysis;
4. Qualitative Research;
5. Traditional and Online Survey Research;
6. Observation;
7. Experimentation and Test Markets;
8. The Concept of Measurement;
9. Questionnaire Design;
10. Basic Sampling Issues;
11. Data Processing and Fundamental Data Analysis;
12. Statistical Testing of Differences and Relationships;
13. Multivariate Data Analysis.