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:
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
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
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.
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.
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