This course is aimed at the manager who is the ultimate user of marketing research and the one responsible for determining the scope and direction of research activities. The techniques of research design, data collection and data analysis occupy an important role in the work of a marketing manager. The course focuses on helping managers recognize the role of systematic information gathering and analysis in making marketing decisions. The aim is to develop an appreciation for the potential contributions and limitations of marketing research. While the emphasis of the course will be on the interpretation and application of the results for use in making real life marketing decisions, a substantial amount of time will also be devoted to understanding and using the key methodologies underlying modern marketing research. Students will get hands-on analytical experience by using the software package SPSS.
Marketing research is simply an organized way of developing and providing information for decision-making purposes. The quality of the information, for example its validity and reliability, depends on the care exercised in executing the various steps of the marketing research process. The steps include problem definition, research design (exploratory, descriptive and causal), data collection methods, questionnaire design and attitude measurement, sampling schemes, and data analysis. Emphasis will be given to both qualitative and quantitative aspects of marketing research and how they help managers in addressing substantive marketing problems such as: market segmentation, estimating market potential, forecasting market demand, developing advertising and pricing policies and designing and positioning new products. (10/12-JG)
Lecture: 100min/wk and Recitation: 50min/wk