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Syllabus of Marketing
Research Methods
Professor Yu Hongyan
Sun Yat-Sen Business School, SYSU
8 April 2015
Lecturer
 Dr.Yu Hongyan
 Office: M504
 Email
 yhongy@mail.sysu.edu.cn
 Dr. Wu Chengguang
 Office: N643
 Email:
 wuchgengguang@gmail.com
 Phone :84112922
 Teaching Assistant
 Zhen Daowu
Class Room: A105 East campus
Time: 7:00pm-9:35pm on Monday
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Textbook and Reference
Textbook
 Burns, Alvin C. and Ronald F. Bush, Marketing
Research, 6th Edition. Prentice-Hall, Inc., 2010.
SPSS
 (Statistical Package for the Social Sciences).
Webstie:
 http://www.yuhongyan.cn
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Objectives
Fundamentals of marketing research
Prerequisites
 Principles of Marketing and Business Statistics
Basic concepts and tools of marketing research
Understandand apply the research process
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How to formulate research problems
How to design a research project
How to analyze research results
How to write these results in a research report
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Objectives
Skill
 Ability to analyze a case situation and determine
the problem/s and research objective/s
 Determine the appropriate sample plan and sample
size for a given case situation
 Demonstrate appropriate data analysis skills
necessary to achieve stated research objectives
Teaching Methods
Lectures according the textbook
Interaction and discussion
Project team in research
Working with SPSS on your PC
Induvidial Assignment
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Requirement
Participation actively
Hand assignment and finish project on time
Keep your electronoic file
You are welcome to be late but you have to sing a
song
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Grading
Mini Test
Individual Assignment（1-4）
Team Project
Participating
20%
30%
40%
10%
Team Project by research fields
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Grouping
Group leader
1
郭潇
2
Member
吕艳宽
杨艳萍
朱振银
吕东丽
兰艳平 黄平
周姚琳
黄结文
江耀辉
3
林凡超 周龙强
廖伟欣
林卓芬
李珺
4
吴佳龙 朱逸凡
郭泳诗
麦玉结
侯张兰
5
林安友 楼千里
叶卓如
杜柯静
任偲祯
6
范骏
彭思愉
高悦
刘琳
蔡筱霞
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