Marketing Research introduces the concepts and applications of market research through the marketing management approach. This course emphasizes the basic methodologies, as well as introduces a variety of techniques, and demonstrates how research applies to strategy, including marketing, advertising, sales and product design and development.

The purpose of this course is to make you a knowledgeable research consumer and a beginning practitioner. The focus will be on qualitative (exploratory) and quantitative research execution and the application of research findings and analysis in decision making. The course is geared toward the practical application of research, though gaining a working knowledge of certain terminology will be important. Specific learning objectives are to:

  • Understand the relationship between market research and decision making
  • Learn the processes used in formulating and conducting market research projects
  • Understand of the market conditions under which research may be undertaken, and the impact of these conditions on the type of research to be conducted, including the methodology and project management
  • Comprehend the range of qualitative and quantitative techniques and methods available in market research, including applicability and limitations
  • Be able to use the language of market research as it is used by practitioners and business people
    Learn to perform some of the more common qualitative and quantitative techniques, including protocol/survey construction, data collection/fieldwork and analysis and reporting
  • To provide candidates with the fundamental skills in research design and analyses necessary for making sound marketing decisions. Given the diverse economic, educational and cultural characteristics , marketing researchers would have to be sensitive to cross-cultural differences that may impact their approach and results. As consumers become more sophisticated along with the economic progress in their respective countries in the region, research techniques will need to accordingly evolve.

This course provides a range of practical research methods. Applications and drawbacks of each technique will be discussed

At the end of this course, candidates should be able to:
1. Understand the proper use of various research techniques (the when and how to use them) either for
improving in-house research or for evaluating research projects farmed out to external research
consulting firms.
2. Know at least some of the techniques used for different research objectives (e.g., customer profiling vs.
product testing vs. price testing);
3. Design efficient and effective research that provide solutions to stated objectives;
4. Apply the research results for managerial implications; and
5. Appreciate the intricacies of conducting marketing research

1. The Research Process

  • Purpose
  • General steps in doing research
  • Secondary vs. Primary Research
  • Qualitative vs. Quantitative Research
  1. Qualitative Research Techniques
  • Observation
  • Focus Group
  • Conditions under which each technique is more applicable
  1. Quantitative Research Techniques
  • Surveys (including issues in questionnaire development such as measurement and translation and back-translation)
  • Experiments
  • Conditions under which each technique is more applicable
  1. Sampling
  • Purpose
  • Sampling Considerations, Methods & Procedures
  • Problems with proper sampling
  • Overcoming these sampling problems
  1. Applications
  • Assessing market potential and sales forecasting
  • Customer profiling
  • Product research
  • Price testing
  • Assessing Promotion Effectiveness
  1. Research Report Preparation & Presentation
  • Format
  • Writing Style

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