Marketing Research

Learning Outcomes

On successful completion of this course, students will be able to: Describe the fundamental principles of marketing research and their applications in real life marketing situations; Prepare relevant, accurate, reliable, valid and current information to aid marketing decision making; Analyze the market competitiveness and others related issues in marketing and business area; Analyze and develop a research design and research conduct to solve the marketing problem through qualitative and quantitative research approach; Propose a recommendation to support management decision based on the result of research and gives information to support intelligence marketing.

Topics

1. Introduction to Marketing Research
2. Defining Marketing Research Problem and Developing An Approach
3. Research Design
4. Exploratory Research Design
5. Causal Research Design
6. Measurement
7. Scaling and Questionnaire
8. Sampling Design and Procedures
9. Field Work: Data Collection
10. Data Preparation and Analysis Strategy
11. Data Analysis
12. Data Analysis: Correlation and Regression
13. Report Preparation