Marketing Research
Course Outline
Of
Marketing Research
Course Title Marketing Research
Course Code MKTG 360
Class Time
Days Time
Friday 1 to 4PM
Teaching Instructor Gladys Dolendo Sayson, LPT, MBA
Objectives:
This course provides a comprehensive introduction to marketing research, and
discusses key concepts, processes, and techniques, as well as their applications.
Students gain an appreciation for the breadth and depth of the subject and its
significance for a business enterprise, whether a start-up or an established company.
Besides an overview of marketing research, the course covers research design,
including qualitative and quantitative data, and quantitative methods used for analyzing
research data to make decisions.
Learning Outcomes:
By the end of this course, students should be able to:
Describe, in detail, each of the steps in the marketing research process.
Differentiate between the Marketing Problem and the Research Objectives; and
then apply this knowledge to a given research problem.
Distinguish between Primary and Secondary Data, and when to use each type,
within the marketing research process.
Differentiate between the three research design alternatives, and when to use
each type within the research process.
Evaluate the variety of techniques available to collect primary data, and when to
use each type.
Calculate appropriate sample size for a given research problem.
Explain the fundamental design and construction principles for effective survey
questionnaires, and apply these to a given research problem.
Marketing Research
Discriminate between the data analysis techniques that are utilized in marketing
research, and then apply these to a given research problem.
Prepare a final research report for a given research problem.
Modes of Teaching & Learning:
This course will employee the following methods of teaching & learning:
Lectures/ Discussion with slides.
Small group work.
Relevant examples outside of the books.
Two-way communicative learning.
Students are highly encouraged to raise questions and make it more
presentation- oriented class.
Assessment Instruments
This course will employ the following assessment instruments:
Presentation with PowerPoint by Group
Periodical Examination
Group Project Paper
Course Contents:
Datewise Course Contents
Classes
1 Introduction to Marketing Research: Definition of Marketing Research,
3/10/2023 A Classification of Marketing Research, The Marketing Research
Process, The Role of Marketing Research in Marketing Decision Making.
3/17/2023 Prelim Examination
2 Defining the Marketing Research Problem and Developing an
Approach: Importance of Defining the Problem, The Process of Defining
3/24/2023 the Problem and Developing an Approach, Tasks Involved, Management
Decision Problem and Marketing Research Problem, Defining the
Marketing Research Problem, Ethics in Marketing Research.
3 Research Design: Definition, Classification, Exploratory Research,
Descriptive Research, Causal Research, Relationships Among
3/31/2023 Exploratory, Descriptive, and Causal Research, Marketing Research
Proposal.
4 Exploratory Research Design - Secondary Data & Qualitative
Research: Primary Versus Secondary Data, Advantages and Uses of
Secondary Data, Disadvantages of Secondary Data, Criteria for
4/7/2023 Evaluating Secondary Data, Classification of Secondary Data, Primary
Data: Qualitative Versus Quantitative Research, Rationale for Using
Qualitative Research, A Classification of Qualitative Research
Procedures.
Marketing Research
5 Descriptive Research Design - Survey and Observation: Survey
Methods, Survey Methods Classified by Mode of Administration,
4/14/2023 Telephone Methods, Personal Methods, Mail Methods, Electronic
Methods, A Comparative Evaluation of Survey Methods, Some Other
Survey Methods, Selection of Survey Methods, Observation Methods,
Observation Methods Classified by Mode of Administration, A
Comparative Evaluation of Observation Methods.
6 Mid-Term Examination.
4/28/2023
7 Causal Research Design - Experimentation: Concept of Causality,
5/12/2023 Conditions for Causality, Definitions and Concepts, Definition of Symbols,
Validity in Experimentation, A Classification of Experimental Designs.
8 Measurement and Scaling – Fundamentals, Comparative and
Noncomparative Scaling Techniques: Measurement and Scaling,
Scale Characteristics and Levels of Measurement, Primary Scales of
Measurement, A Comparison of Scaling Techniques, Comparative
5/19/2023 Scaling Techniques, Noncomparative Scaling Techniques, Continuous
Rating Scale, Itemized Rating Scales, Noncomparative Itemized Rating
Scale Decisions, Multi-item Scales, Scale Evaluation, Choosing a Scaling
Technique.
5/26/2023 Pre-Final Examination
9 Questionnaire and Form Design: Questionnaires and Observation,
Specify the Information Needed, Type of Interviewing Method, Individual
Question Content, Overcoming Inability to Answer, Overcoming
6/2/2023 Unwillingness to Answer, Choosing Question Structure, Choosing
Question Wording, Determining the Order of Questions, Form and
Layout, Reproduction of the Questionnaire, Pretesting, Computer and
Internet Questionnaire Construction, Observational Forms.
10 Sampling - Design and Procedure: Sample or Census, The Sampling
Design Process, A Classification of Sampling Techniques, Sample size
6/9/2023 Determination, Adjusting the Statistically Determined Sample Size,
Calculation of Response Rates.
11 Data Collection, Preparation, Analysis, and Reporting: Fieldwork,
6/16/2023 Data Preparation, Frequency Distribution, Cross-Tabulation, and
Hypothesis Testing.
12 Data Collection, Preparation, Analysis, and Reporting: Analysis of
6/16/2023 Variance and Covariance, Correlation and Regression, Structural
Equation Modeling and Path Analysis, Report Preparation and
Presentation.
14
6/23/2023 Final Examination
Marketing Research
Guidelines of Project Paper
Project:
Covid-19′s impact on Tourism in Bangladesh
Last Date of Submission: June 23, 2023
Assessment Criteria:
Project paper will be judged on
The understanding and coverage of the subject matter.
Evidence of wider reading.
The clarity and structure of the argument.
The ability to evaluate different perspectives.
Use of citations where appropriate as evidence to support your argument.
Guidelines for Students
Attendance:
As Per University Rule.
Group Work:
Students are required to group themselves (not more than 5) for the purpose of making
class performance. This will be particularly observed for the group assignments.
Submission of Assignment:
Students will be deducted 10% for each successive day after passing the last
submission date of assignment.
Thank You and Aim
High!
