People Innovation Excellence
 

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.

Published at : Updated

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