MARKETING RESEARCH (4/2 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 activities; 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. Secondary Data and Qualitative Research;
5. Survey and Observation;
6. Experimentation;
7. Measurement and Scaling;
8. Questionnaire and Form Design;
9. Sampling;
10. Data Collection and Data Preparation;
11. Data Analysis: Hypothesis Testing Related to Differences and Correlation-Regression;
12. Data Analysis: Multivariate Data Analysis;
13. Report Preparation and Presentation.