MARKETING RESEARCH (2/2 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. Introduction to Marketing Research;
2. Defining The Marketing Research Problem and Developing an Approach;
3. Research Design;
4. Exploratory Research Design: Qualitative Research;
5. Descriptive Research Design: Survey and Observation;
6. Measurement and Scaling: Fundamentals and Comparative Scaling;
7. Questionnaire and Form Design;
8. Sampling: Design and Procedures;
9. Factor Analysis;
10. Cluster Analysis;
11. Multidimensional Scaling and Conjoint Analysis;
12. Structural Equation Modeling and Path Analysis;
13. Final Presentation.