STATISTICAL MARKETING RESEARCH (4 Credits)

Learning Outcomes:

On successful completion of this Course, students will be able to: Describe a framework for conducting marketing research; Select appropriate research design and sampling design; Construct measurement and scaling, and questionnaire design; Use statistical methods to solve marketing research problem; Analyze the business plan and model.

Topics:

1. Introduction and Early Phases of Marketing;
2. Research Design;
3. Customer Profile;
4. The Next 10 Customer;
5. Measurement and Scaling;
6. High Level Product/Service Specification;
7. Quantify Value Proposition;
8. Questionnaire and Form Design;
9. Sampling;
10. Chart Competitive Position;
11. Design Business Model;
12. Data Analysis and Reporting.