1. SCOPE OF THE COURSE

This course will provide the student with an understanding of the significance of marketing management. the student will learn to apply modern marketing research methods in an international context.

2. PURPOSE OF THE COURSE

Students will learn the importance of market research in helping managers in the strategic decision making process. They will also learn practical skills in market research and, by the end of the course, be able to carry out professional quality market research.

3. OBJECTIVES OF THE COURSE

Upon completion of the course the student will:

1. Have an understanding of the importance of market research in the strategic decision making process.
2. Be able to develop an effective research design or strategy.
3. Understand the importance of sampling and be familiar with the vocabulary and techniques of good sampling.
4. Understand the methods involved in creating good questionnaires.
5. Have an understanding of the interview process and how to conduct and construct an effective interview.
6. Have a basic understanding of the qualitative methods used in market research.
7. Be able to discuss the new methods being used in test marketing.
8. Be able to locate and use secondary market research data.
9. Have a firm grasp of the importance of market research in an international context and an ability to locate and use sources of market research data for identifying international market conditions.

PROCEDURES

Teaching strategies will include readings, lectures, student discussions, assignments, and projects.

1. STUDENT ACTIVITIES

1. Each student will participate in class exercises, lectures, and individual and group projects.
2. Each student will be responsible for a final group project equal to 80% of his or her final grade.
3. Homework exercises and group mini-projects and presentations will comprise another 20% of your grade.

1. COURSE OUTLINE

This outline is not meant to be an exhaustive list of all the subjects covered but a general guide to the course and what will be covered. Subjects will be added (or deleted) as time dictates and as the course evolves.

Note: There may be readings in addition to the chapters listed below assigned to the class. They will be assigned no later than the week before the class that they are due.

TERM 1

• Week 1

Introduction to market research

Readings: Chapter 1-- Role and Development of Marketing Research

• Week 2

Designing and developing a market research

Readings: Chapter 2-- Methodologies of Marketing Research

• Weeks 3, 4, 5

Sampling techniques and methods

Readings: Chapters 3,4, and 5-- Introduction to Sampling, Types of Sampling, and Characteristics of Samples

• Week 6

Methods and techniques for creating a questionnaire

Readings: Chapter 6 Questionnaires

• Week 7

Methods and techniques for developing and conducting interviews

Readings: Chapter 7-- Interviewing

 

End of TERM 1

TERM 2

• Week 1

Consumer panels and continuous market research

Readings: Chapter 9-- Continuous Marketing Research

• Week 2

How to conduct industrial market research and how it differs from consumer market research

Readings: Chapter 12-- Industrial Marketing Research

• Week 3

The importance of market research in developing strategies for international expansion

Readings: Chapter 13-- International Marketing Research

• Week 4

Researching the service industry

Readings: Chapter 14-- Marketing research for Services

• Week 5

Introduction and review of statistical analysis

Readings: Chapter 14-- Statistical Analysis

• Week 6

Putting it all together and making sense of the data

Readings: Chapter 16-- Final Stages of the Survey

• Week 7

Project work

End of TERM 2