People Innovation Excellence

MARKETING RESEARCH (3/1 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.

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