Course Details
Course Information Package
Course Unit Title | MARKETING RESEARCH & INFORM. SYSTEMS | ||||||||||
Course Unit Code | ABSM203 | ||||||||||
Course Unit Details | |||||||||||
Number of ECTS credits allocated | 5 | ||||||||||
Learning Outcomes of the course unit | By the end of the course, the students should be able to:
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Mode of Delivery | Face-to-face | ||||||||||
Prerequisites | ABSM101,ABSM112 | Co-requisites | NONE | ||||||||
Recommended optional program components | NONE | ||||||||||
Course Contents | 1. Introduction to marketing Research
a. What is Marketing Research?
b. The Marketing Information System
2. The Marketing Research Process
a. The Marketing Research Process (An Eleven-step process)
3. The Marketing Research Industry
a. Ethics and Marketing Research
4. Defining the problem and determining Research Objectives
a. Establishing the need for Marketing Research
b. Define the Problem
5. Research Design
a. Research Design: Exploratory, Descriptive, and Causal Research
6. Using secondary data and on-line information
a. Advantages / Disadvantages of Secondary data
7. Observation, Focus groups, and other Qualitative methods
a. Focus Groups
8. Survey Data-Collection Methods
a. Advantages of surveys.
9. Understanding Measurement in marketing Research
a. Basic Question-Response Formats
b. Levels of Measurement Scales
10. Designing the Questionnaire
a. The Questionnaire Development Process
11. Selecting and Determining sample size
a. Basic concepts in Samples and Sampling
b. Sample size
12. Data Collection in the Field, Non-response Error, and Questionnaire Screening
a. Non-sampling Error in Marketing Research
b. Data Collection Errors
13. Generating descriptive and inferential statistics
a. SPSS
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Recommended and/or required reading: | |||||||||||
Textbooks |
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References |
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Planned learning activities and teaching methods | Lectures supported by power point presentations, class discussions, use of video material to demonstrate the application of various concepts by companies. | ||||||||||
Assessment methods and criteria |
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Language of instruction | English | ||||||||||
Work placement(s) | NO |