Study Guide

Objective

The student is capable of planning a marketing research project to support decision-making in an international marketing environment. The course covers an examination of the product, consumer, competitive, and market research, types of research by technique or function, stages in the empirical research process, survey research methods, questionnaire construction, an analysis of the various types of secondary data, types of sampling designs and procedures, data collection methods, data analysis, and elementary statistical applications.

Content

- marketing research planning process: research purpose and objective, research approach, research tactics, data collection, analysis, and reporting
- the creation of a research design for a case company, including a questionnaire
- market research proposal
- creating a questionnaire design
- carry out a market research project

Materials

• Tony Proctor. (2000). Essentials of Marketing Research. 2 Edition. Pearson Education Ltd. England.
• Marketing Research An Applied Orientation – Fifth or Sixth Edition by Naresh Malhotra Prentice Hall
• Any Marketing Research books from SeAMK library
• Materials from the lecturer and will be in Moodle

Teaching methods

Lecturing
Class activities
Group or teamwork
Presentation

Student workload

There will be total of 81 hours.

- 20 hours for lecturing and in-class activities
- 53 hours for Individual or teams activities
- 8 hours for presentations

Content scheduling

Introduction to Marketing Research
Marketing research process
Types of Marketing Research
Problem definition – Jump start the problem definition
Data collection
Questionnaire design & phrasing questions Sampling designs & sampling process
Sample selection methods
Data analysis and presentation

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

The student has carried out work and participated as instructed. Students are able to carry out market analyses in an international company.

Assessment criteria, good (3)

The student has carried out work well and participated actively. Students are able to carry out market analyses and effectively use them in an international company's marketing decision-making.

Assessment criteria, excellent (5)

The student has carried out work to an excellent standard and participated actively and constructively. Students are able to carry out market analyses and effectively use them in an international company's marketing decision-making.

Assessment methods and criteria

% Grade
51 - 59 = 1
69 - 60 = 2
79 - 70 = 3
89 - 80 = 4
100 - 90 = 5

Qualifications

Basics of Marketing