Marketing Research

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Course Code: 
57324
Course Outline: 

 

Required Text:

Naresh K. Malhotra,(2010), Marketing Research: An Applied Orientation and SPSS, 6th Edition, Pearson Education-Prentice-Hall,ISBN-10: 0273712624

 

Course Objectives: The aim of this course is it to provide students with an introduction to marketing research. As a consequence, students will be confronted with problems with conducting a marketing research study. After completing this course, students should be able to design and conduct a limited-scale marketing research study. More specifically, this leads to the following objectives:

  1. To obtain a detailed understanding of the stages involved in conducting research.
    2. To get an overview of the various research designs available.
    3. Deciding which research design / approach is most appropriate for the situation at hand.
    4. To obtain an understanding of some main statistical techniques available for analyzing the data obtained via marketing research.
    5. Deciding which statistical technique is most appropriate for solving the research questions at hand

    6. Drawing conclusions from your research and summarize the most important findings.

 

Methods of Teaching and Learning

These will consist of textbook readings, case studies, active discussions,7 SPSS lab sessions, practice quizzes, First, Second and final examinations.

Course Requirements

  • Regular attendance is highly required.
  • Classroom participation and presentation is highly recommended.
  • Personal improvements, as long as we proceed, is needed.
  • Assignment: Each student should submit a small-scale research project.

 

Grading

 

First Hour Exam

20%

Second Hour Exam

15%

Classroom preparation and active discussion and Assignments fulfillment, spss lab exam

15%

Final Exam

50%

Total

100%

COURSE OUTLINE

PART I – INTRODUCTION: MAIN OBJECTIVES AND CHARACTERISTICS OF MARKETING RESEARCH
  • The Role of Marketing Research in Management Decision Making.
  • The Marketing Research Process.
  • Research Designs.
PART II – RESEARCH DESIGN FORMULATION

2.1 Qualitative Research: an overview.

2.2 Survey Research.

2.3 Measurement and Scaling.

2.4 Questionnaire Design.

2.5 Experimentation.

2.6 An overview of Sampling Issues.

PART III – DATA ANALYSIS AND PRESENTATION OF RESEARCH RESULTS

3.1 Data Preparation.

3.2 Lap. Spss: Basic Methods of Data Analysis: descriptive statistics and frequency distributions, cross-tabs,hypothesis testing.

3.3 Lap. Spss: Analysis of Variance.

3.4 Lap. Spss: Linear and Logistic Regression.

3.5 Interdependence Techniques: factor analysis and cluster analysis.

3.6 Report preparation and Presentation.

Other textbooks

  • McDaniel, C. and R. Gates (2005), “Marketing Research”, 6th Edition, Wiley
  • Aaker, Kumar and Day (2007), “Marketing Research”, 9th Edition, Wiley