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Course Online Syllabus

Fall 2011

Department MKTGCourse Number4313 Section Number25141
Name of Course Marketing Research
Name of Instructor Yang,Jun

This information may not constitute all course policies; students are responsible for all course requirements established by their instructors during the semester and all institutional policies as established in the UHV student handbook.

Learning Objectives

As a result of this course, students will

  1. Demonstrate the ability to communicate the results of a market research study clearly and concisely to decision-makers.
  2. Be able to conduct a preliminary study of a research topic using secondary and primary data.
  3. Be able to develop a questionnaire to address your research topic, and analyze the data.
  4. Demonstrate the ability to design and implement a market research plan.

Major Assignments/Exams

Participation (assessing course learning objectives 1-4) 15
Exams (assessing course learning objectives 1-4) 50
Group Project (assessing course learning objectives 1-4) 15
Individual Analysis and Report (assessing course learning objectives 1-4) 20

Required Reading

Carl McDaniel, Jr. and Roger Gates, Marketing Research (with SPSS),8 ed., ISBN 9780470087022.

Recommended Reading

No additional readings have been recommended for this course.

List of Discussion/Lecture Topics

  • Introduction and Chapter 1 Overview of Marketing Research
  • Chapter 2& 3 Research Ethics, Problem Definition and Research Process
  • Chapter 4 & 5 Secondary Data and Qualitative Research
  • Chapter 6 & 7 Survey and Online Research
  • Chapter 8 & 9 Primary data: Observation and Experiments
  • Chapter 10, 11 & 12 Questionnaire Design and Measurement
  • Chapter 10, 11 & 12 Questionnaire Design and Measurement (continue)
  • Chapter 13 & 14 Sampling
  • Chapter 15 Data analysis, Cross-Tabs
  • Chapter 16 Hypotheses Testing
  • Chapter 16 Hypotheses Testing (Continue)
  • Chapter 17 Regression
  • Chapter 18 Multivariate Data Analysis
  • Additional topics on Regression & Conjoint Analysis Chapter 19 Research Report