Identification

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Identification
Prerequisites
Language
Compulsory/Elective
Text books and course
materials
Course Outline
MKT 850 Marketing Research
Subject
Economics and Management
Department
Graduate
Program
Spring, 2015
Term
Farhad Aliyev
Instructor
[email protected]
E-mail:
Phone:
Bashir Safaroglu 122, Room #.., Saturday 13:40 – 16:10
Classroom/hours
MGT 840 Marketing Management
English
Compulsory
Core textbook:
Marketing Research, Malhotra, N. K., Sixth edition, Pearson, 2010
This course is designed for the graduate students. Course involves three sets of activities. The
first set starts with defining and classifying marketing research and setting six-step marketing
research process. The nature and the scope of marketing research will be discussed and its role
in decision support systems will be explained. The second part involves explanation of
exploratory, descriptive and causal research designs and its possible techniques. The final part
presents a practical and managerially oriented discussion of fieldwork, various data analyses
and reporting.
To learn the importance of Marketing Research in formulating Marketing strategies

Course objectives
In the first section the students will define marketing research and learn six-step of
marketing research. Nature and scope of marketing research and its role in modern
world will be discussed. The way of defining marketing research problem and
developing of approach will be taught.

Learning outcomes
Teaching methods
Week
Evaluation
1
Date/Day
(tentative)
31.01.15
In the second section exploratory, descriptive, and causal research will be described in
details. Exploratory research involves secondary and qualitative research, while
descriptive includes surveys and observation methods. Moreover, causal designs,
measurement, scaling, sampling and questionnaires design will be discussed.
 Finally, fieldwork, data preparation, reporting and presentation will be taught.
During this course a student will gain not only knowledge of theories regarding marketing
research but also using these theories in practice. He/she will be able to identify possible ways
for defining research problems and developing approach. The student will formulate proper
research design and select method depending on the research problem. Moreover, he/she will
be able to manage technical parts like creating questionnaires, sampling process, fieldwork,
data preparation, and presenting data in the form of report.
x
Lecture
x
Group discussion
x
Experiential exercise
x
Case analysis
Others
Methods
Date/deadlines
Percentage (%)
28.03.15
25
Midterm Exam
10
Case studies and activity
5
Class Participation
10
Quiz
Presentation/Group
10
Discussion
40
Final Exam
Others
100
Total
Tentative Schedule
Topics
Assignments
Introduction to Marketing Research
Ch.1
.
2
07.02.15
3
14.02.15
4
21.02.15
5
28.02.15
6
07.03.15
7
14.03.15
8
21.03.15
9
28.03.15
10
04.04.15
11
11.04.15
12
18.04.15
13
25.04.15
14
02.05.15
15
09.05.15
TBA
Case #1
Defining the Marketing Research Problem and Developing and
Approach
Case #1
Research Design
Case #2
Exploratory Research Design: Secondary Data
Case #3
Quiz. Exploratory Research Design: Qualitative Research Design
Case #4
Descriptive Research Design: Survey and Observation
Case #5
Causal Research Design: Experimentation
Case # 6
Novruz Holiday
Midterm Exam+New topic:
Measurement and Scaling: Fundamentals and Comparative Scaling
Measurement and Scaling: Noncomparative Scaling Techniques
Case #7
Questionnaire and Form Design
Case #8;9
Preparation for the Group Presentation; Focus Group and
Fieldwork
Sampling: Design and Procedures
Sampling: Final and Initial Sample Size Determination
Case #10
Field Work
Data Preparation
Report Preparation and Presentation
International Marketing Research
Case #11;12
Group Presentation
Case #23 Case #24
Holiday
Ch.2
Ch.3
Ch.4
Ch.5
Ch.6
Ch.7
Ch.1-7
Ch.8, Ch. 9
Ch.10
Ch.11, Ch. 12
Ch.13, Ch. 14, Ch.23, Ch.24
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