Course Syllabus
MKT4203 Marketing Research
PDF
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Code
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MKT4203
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Title
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Marketing Research
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Prerequisites
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MKT 3150
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Credits
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3
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Description
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The course provides a fundamental knowledge on marketing research approach towards gathering, acquiring,
appraising, and applying evidence for decision making. In conclusion, some new marketing research techniques are introduced. Therefore, this course provides the students with the basic concept of marketing research, such as sampling, literature review, data collection, analysis methods, and finding reports.
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Objectives
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The course approaches marketing from theoretical and practical points of view with the aim of explaining the generic role of the marketing research in both manufacturing and service organizations. It uses a value based approach that is essential in practice in order to overcome the business constraints and to solve real life business problems.
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Assessment
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60 % -first and second assessments
40 % -final assessment
- Tentative course outline
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Week1
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The problems: Marketers need information
• Who does marketing research?
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Week2
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The problem formulation process • The research proposal
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Week3
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• Presenting research proposals of each group
• Please prepare PPTs presentation materials
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Week4
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• Exploratory research • Literature search
• Depth interview
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Week5
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• Primary data
• Types of primary data
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Week6
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• Marketing research process
Chapter 9-1
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Week7
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Designing the questionnaire
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Week8
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• Presenting a research questionnaire • Please prepare PPTs presentation
materials
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Week9
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• Developing the sample plan
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Week10
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• SPSS tutorials
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Week11
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• SPSS tutorials
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Week12
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• SPSS tutorials
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Week13
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• Presenting the results of data analysis • Please prepare PPTs presentation
materials
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Week14
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Final Group Presentations
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Week15
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Final Assessment Starts, Examination Period