Basic Marketing Research INB390B
 

 
Purpose of course

IMarketing research techniques can broadly be separated into qualitative and quantitative approaches. Qualitative techniques include methods such as focus groups and in-depth interviews. Quantitative methods are for example surveys. We will focus especially on survey research. Students will learn to develop a questionnaire, code and enter data, to analyze data, and finally, to prepare a final report that concisely and clearly summarizes results. Students are not expected to become statisticians but more informed managers and “experts” about market research in the international context.

 

Objectives of course

The following outlines the main course objectives of this course.

  • Role of Marketing Research
  • Gathering Marketing Intelligence
  • Problem Formulation
  • Types of Research Design and Exploratory Research
  • Descriptive and Causal Research Design
  • Secondary Data
  • Standardized Marketing Information Systems
  • Collecting Primary Data
  • Collecting Information by Communication
  • Measurement Basics
  • Measuring Attitudes and Other Variables
  • Designing Questionnaire and Observation Forms
  • Developing Sampling Plan
  • Determining Sample Size
  • Collecting Data: Non sampling Errors and Response Rate Calculations
  • Basic Data Analysis
  • Analyzing Variables and Hypothesis Testing
  • Analyzing Multiple Variables Simultaneously
  • Research Report

 

Course Book

Basic Marketing Research, G. Churchill & T. Brown, Thomson, 6th Edition, 2007, ISBN: 0-324-30541-9

Assignement of the course

Learning facilitators enable you to add richer and deeper meaning to the course context. They enable you to “own” the content of the course to make it tangible, personally valuable, and useful. Learning facilitators will include, next to lectures, the following:

4.1.Book Assignement
Next to the reading of the book, at the end of each chapter or part of the book there are some questions, exercises and cases which you need to read and prepare for in-class discussion. These assignments provide students the opportunity to solve real-world business problems related to the topic studied. Instructions are given in class.

4.2 Paper 1: Biographical Entry for Book
The first paper should help you start researching and writing by preparing a short biographical text about a Chinese entrepreneurs and business leader. Your paper will be submitted to the call for contributions of the book “Biographical Dictionary of New Chinese Entrepreneurs and Business Leaders”. If your paper is accepted by the editors of this book, your paper will not only be published in this book but you get an A for this assignment.

4.2 Paper 2: Secondary Data based Paper
The second paper is more complex and in-depths. You should apply the material learned in the course by gathering secondary data from databases or other sources and write a short paper. The objective is to submit your paper to the call for contributions of the magazine “China Insight: In Business, Science, Information Technology, Society”. If your paper is accepted by the editors of this magazine, your paper will not only be published in this magazine but you will get an A for this assignment.

4.3 Paper 3: Primary Data based Paper
The final paper is the most complex and challenging paper you will write. You should apply the theory learned in the course and read in the books by gathering primary data based on a survey or any other mean of data collection. All papers can get an A if well prepared, executed, and written. The top 3 papers will be submitted to an international conference.