The main goal of this course is to make students learn the basics of marketing research, and educate them to be informed consumers of professional marketing research services. To this end, students learn the fundamentals of marketing research and the approaches used to create a research plan. The research process and the basic types of research that may be conducted are summarised: exploratory, descriptive, and causal. The ethical do’s and don’ts for research doers and research consumers are also discussed.
- Hyman, M. R., Sierra, J. J. (2010). Marketing Research Kit. Indianapolis: Wiley Publishing, Inc.
Other Sources
Various books and articles documenting the theory and practice of marketing research
Course Schedules
Week
Contents
Learning Methods
1. Week
What Is Marketing Research? Comparing Marketing Research to Marketing Information Systems
- Eclectic, lecturing, discussion
2. Week
Using Research for Problem Identification and Problem Solving
- Eclectic, lecturing, discussion
3. Week
Using Research for Problem Identification and Problem Solving
- Eclectic, lecturing, discussion
4. Week
The Most Appropriate Research at Each Stage of the Product Life Cycle
- Eclectic, lecturing, discussion
5. Week
Making the Big Decision to Do (Or Not to Do) Marketing Research
- Eclectic, lecturing, discussion
6. Week
Making the Big Decision to Do (Or Not to Do) Marketing Research
- Eclectic, lecturing, discussion
7. Week
Working Your Way through the Stages of Research
- Eclectic, lecturing, discussion
8. Week
Mid-Term Exam
Mid-Term Exam
9. Week
Working Your Way through the Stages of Research
- Eclectic, lecturing, discussion
10. Week
Recognizing the Difference between Basic and Applied Research
- Eclectic, lecturing, discussion
11. Week
Recognizing the Difference between Basic and Applied Research
- Eclectic, lecturing, discussion
12. Week
Exploratory, Descriptive, and Causal Research: Picking Your Approach
- Eclectic, lecturing, discussion
13. Week
Exploratory, Descriptive, and Causal Research: Picking Your Approach
- Eclectic, lecturing, discussion
14. Week
A Solid, To-the-Point Ethics Checklist
- Eclectic, lecturing, discussion
15. Week
Final Exam
Final Exam
16. Week
Final Exam
Final Exam
17. Week
Final Exam
Final Exam
Assessments
Evaluation tools
Quantity
Weight(%)
Midterm(s)
1
45
Quizzes
1
10
Final Exam
1
45
Program Outcomes
PO-1
Demonstrates a basic level of understanding in related disciplines (such as economics, sociology, psychology, quantitative sciences, etc.) that form a foundation for business administration, and makes use of and applies them to the field of business.
PO-2
Applies mathematical, scientific and social knowledge to business problems.
PO-3
Demonstrates a basic level of understanding in business functions and management (such as management, production, marketing, accounting, finance, human resources, behavioural sciences, etc.) and interprets the theoretical arguments focusing on interactions between the actors and the cultures in the field.
PO-4
Determines how to use acquired theoretical and practical knowledge and skills related to business in application and field analysis and applies them.
PO-5
Identifies and evaluates the relations in the field of business; describes the problems and presents analytical solutions through modelling and interpreting (critical thinking).
PO-6
Designs a business process in any functional stage that complies with identified objectives.
PO-7
Develops effective business communication skills (written-verbal/formal-informal).
PO-8
Owns effective working skills individually or on a team in business and multidisciplinary fields.
PO-9
Acts with a sense of professional and ethical responsibility.
PO-10
Improves effective verbal and written communication skills in English, and acquires competence in minimum one foreign language.
Learning Outcomes
LO-1
Students learn the concept of marketing research and can explain it
LO-2
Students know problem-identification research and problem-solving research, and distinguish the two
LO-3
Students can relate the product life cycle to research needs
LO-4
Students can make their way through the stages of marketing research, and can decide on the right kind of research for the right need
LO-5
Students learn exploratory, descriptive, and causal research types and can explain them
