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BA5717 MARKETING RESEARCH

Course Objectives

This course aims to provide the students with an in-depth understanding of the marketing research process and its practical applications in the marketplace. The course highlights the technical and academic concepts underlying marketing research, while at the same time attempting to develop a keen understanding of when, why, and how to use research for more effective managerial decision-making. In successfully completing this course, students will be able to a) understand each step in the process of business research; b) design, and implement a research project c) analyze and interpret both qualitative and quantitative data, and d) use business research as a powerful decision tool.

The course is designed in a learning-by-doing format in that all students shall participate in a group project whereby all phases of a real life marketing research project will be performed including data collection and analyses. The project shall account for a large proportion of the overall semester grade and therefore no final exam will be given to students

Course Content

This course provides a hands-on introduction to empirical methodology for market research applications. Problem formulation, research design, measure development, scaling techniques, attitude measurement, simple and applied multivariate analysis, report writing are topics covered. An extensive term project enables the student to put the course content into practice.

Course Learning Outcomes

Upon successful completion of this course, students should be able to:

Course Specific Skills:
1. Understand each step in the process of business research
2. Design and implement a complete research project.
3. Analyze and interpret both qualitative and quantitative data

Discipline Specific Skills:
4. Use business research as a powerful decision tool.

Personal and Key Skills:
5. Critical thinking
6. Teamwork
7. Presentation