LEE KONG CHIAN SCHOOL OF BUSINESS
Year 2006/07 Term 2
MKTG103
MARKETING RESEARCH
Instructor:
Dr Sanjoy Ghose
Professor of Marketing
Tel:
Email:
Office:
6828 0xxx
xxxx@smu.edu.sg
Lee Kong Chian School of Business, Level 5, Room 50xx
COURSE DESCRIPTION
For a manager to be an intelligent user of information he or she needs to have a good
understanding of the various steps of the marketing research process, its possibilities, approaches,
and techniques; only then can he/she make good marketing decisions.
Here we will learn how information is collected, measured, and analyzed in the context of
marketing research. This includes details of marketing research design, implementation and
techniques. The major objective of this course is to familiarize students with the theory,
methodologies and applications of marketing research. Students will learn to sharpen their
problem definition skills, develop data collection instruments, collect and analyze marketing data.
An important requirement of the course is a group marketing research project, to be fully
formulated, conducted, analyzed and reported before the end of the semester. In addition, students
will have to make in-class presentations of their marketing research project.
PRE-REQUISITE COURSES
MKTG101 and STAT100/STAT101/STAT102
RECOMMENDED TEXT AND READINGS
David A. Aaker, V. Kumar and George Day, "Marketing Research," 8th Ed., John Wiley.
Additional readings will be assigned. Students are expected to keep abreast of current developments
in the Asia-Pacific region by reading leading business dailies/weeklies like the Asian Wall Street
Journal, Far Eastern Economic Review, The Economist, Business Times and Business Week.
1
ASSESSMENT METHOD
Project Presentation and Report: 30 %
Class Participation: 10 %
Two quizzes: 60 %
Examination: No examination
Class Timings
To be confirmed.
COURSE METHODS
To be confirmed.
CLASS SCHEDULE
Week
Topic
No.
1
Introduction; Marketing Research: Fundamental Concepts
2
Research Designs; Ethical Issues in Surveys
3
Survey Methods; Errors in Information Gathering &
Processing
Sample Size; Hypothesis Testing
4
5
Fundamental Analysis Techniques; Scales &
Measurement
6
Quiz 1; Project Discussions
7
Information Value Analysis; Project Planning
8
Mid-term Break
9
Questionnaire Design
10
Attitude Measurement and Scales
11
Causal Research
12
Sampling Methods; Other Analysis Techniques
13
Quiz 2; Project Presentations
14
Project presentations; Final Project Report Due
Readings (tba)
2