MARKETING RESEARCH
Course Title
Course Code
Credit
Coordinator
Program Level
Program
Instruction Language
Requirement in Business English Program
Applicable for Business English Program
Semester in Business English Program
Overview
This course equips students with marketing research knowledge and skills, such as marketing research process, problem definition, research methodology, questionnaire design, data collection methods, and data analysis and interpretation. Learners can develop their report writing and presentation skills via this course.
Objectives
| Goals | Goal description |
|---|---|
| G1 | Knowledge of marketing research process, problem definition, research methodology, questionnaire design, data collection methods, and data analysis and interpretation |
| G2 | The ability to do marketing research using appropriate research methods |
| G3 | Group presentation skills and communication skills |
| G4 | The ability to identify the targets of a marketing research and propose appropriate plans to achieve them |
Learning Outcomes
| Learning outcomes | Description |
|---|---|
| G1 |
Recognize the marketing research process and define the research problem Distinguish different kinds of research methods and select an appropriate one, as well as use appropriate tools in marketing research |
| G2 |
Design a questionnaire in doing marketing research Collect and process research data, and write a report for marketing research projects |
| G3 | Demonstrate teamwork skills and communication skills |
| G4 |
Recognize the role of English in doing marketing research Identify the targets of a marketing research, and propose an appropriate plan to conduct it effectively Design the procedures of a marketing research Do a marketing research in accordance with proper procedures Classify technological tools and use them properly in doing marketing research |
Materials
Malhotra, N. (2012). Basic marketing research: Integration of social media (4th ed.). Pearson Education.
Pallant, J. (2013). SPSS survival manual: A step by step guide to data analysis using IBM SPSS. McGraw-Hill.
Zikmund, W., D’Alessandro, S., Winzar, H., Lowe, B., & Babin, B. (2014). Marketing research (3rd Asia Pacific ed.). South Melbourne: Cengage Learning.
Assessment
| Forms | Weight |
|---|---|
| Homework assignments | 10% |
| Project/Written report | 20% |
| Group presentation | 20% |
| Research report | 50% |
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