Marketing Research

  HOLY  CROSS  OF  DAVAO  COLLEGE   Sta.  Ana  Avenue,  Davao  City     Bachelor  of  Science  in  Business  Administra...

0 downloads 176 Views 361KB Size
  HOLY  CROSS  OF  DAVAO  COLLEGE   Sta.  Ana  Avenue,  Davao  City     Bachelor  of  Science  in  Business  Administration  (BSBA)   Major:  Marketing  Management     COURSE  OUTLINE     Marketing  Research     I. Course  Number:    MM  3           Credit:      3  units     II. Course  Title:    Marketing  Research         Pre-­‐Requisite:      MM1  &  Math  8     III. Course  Description:         This   course   deals   with   the   study   of   planning,   collection,   and   analysis   of   data   relevant   to   marketing   decision   making   and   communicating   the   results   of   this   analysis   to   management.   It   also   deals  with  the  function  which  the  consumer,  customer  public  to  the  marketer  through  information   that   is   used   to   identify   and   define   marketing   opportunities   and   problems;   generate,   refine   and   evaluate   marketing   actions;   monitor   marketing   performance   and   improve   understanding   of   marketing  as  a  process.           IV. Course  Objectives:     At  the  end  of  the  course,  the  student  should  be  able  to:     1. Conduct   efficient   and   effective   research   that   provides   solution   to   marketing   research   objectives  and  marketing  decisions.   2. Analyze  the  techniques  used  for  efficient  research  objectives.     3. Explain   various   concepts   and   theories   underlying   the   scientific   method   in   conducting   marketing  research.   4. Display  genuine  concern  for  all  the  people  affected  by  the  research  process.   5. Internalize   the   values   of   nationalism,   social   responsibility,   moral   and   intellectual   integrity  and  respect  for  the  rights  of  others.               6. Develop  appropriate  values.   7. Apply  logical  thinking  to  form  a  new  conclusion  for  better  decision  making.   8. Develop  and  defend  a  marketing  research  paper.       V. Course  Outline                     No.  of  Hours     A.                        13.5  hours     1. Overview  of  Marketing  Research     a. Defining  Marketing  Research   b. The  Role  of  Marketing  Research   c. Types  of  Research   d. Ethical  Issues  in  the  Conduct  of  Research   e. Components  of  the  Research  Process     2. Development  and  Formulation  of  the  Research  Problem     a. Identification  and  Selection  of  a  Research  Problem      

  b. Formulation  and  Articulation  of  the  Research  Problem     c. The  Review  of  Related  Literature     d. Significance  of  the  Study     e. Scope  and  Limitation  of  the  Study     f. Formulation  of  the  Theoretical  Framework       3. Designing  a  Research  Methodology           a. Research  Designs   b. Methods  of  Data  Collection     c. Methods  of  Data  Analysis     d. Data  Gathering    

 

13.5  hours  

         

 

 

 

 

 

 

 

 

 

 

 

No.  of  Hours  

 

 

 

 13.5  hours  

 

 

 

 13.5  hours  

  4. Collection,  Analysis  and  Interpretation  of  Data   a. Data  Collection  Method     b. Data  Analysis     c. Data  Presentation   5. Marketing  Output  Presentation         a. Importance  of  Research  Proposal       b. Components  of  Research  Proposal       VI.  

References     A. Bibliography     Churchill,   Gilbert   A.   et.al.,   (2012).   Introduction   to   Marketing   Research.   2012   First   Philippine   Edition,  Cengage  Learning  Asia  Pte.  Ltd.     Malhotra,   Naresh   K.   (2012)   Basic   Marketing   Research   4th   Edition,   Pearson   Education,   Inc.,   Prentice  Hall     Joseph   F.   Hair   (2013)   Essentials   of   Marketing   Research   3rd   Editiom,   New   York:   Mc-­‐Graw   Hill   Companies,  Inc.     Malhotra,   Naresh   K.   (2007)   Marketing   Research:   an   applied   orientation,   Upper   Saddle   River,   NJ:  Pearson/  Prentice  Hall     B. Internet     The   Market   Research   Process:   6   steps   to   success,   retrieved   from   http://www.mymarketresearchmethods.com/the-­‐market-­‐research-­‐process-­‐6-­‐steps-­‐to-­‐ success/,  retrieved  on  October  2011     Steps   in   the     Marketing   Research   Process,   retrieved   from   http://2012books.lardbucket.org/books/marketing-­‐principles-­‐v1.0/s13-­‐02-­‐steps-­‐in-­‐the-­‐ marketing-­‐researc.html,  retrieved  on  December  2009      

 

 

VII.  

How   to   do   Market   Research   in   5   steps,   retrieved   http://www.business.vic.gov.au/marketing-­‐sales-­‐and-­‐online/increasing-­‐sales-­‐through-­‐ marketing/doing-­‐market-­‐research,  retrieved  on  April  2010     Course  Requirements   A. Marketing  Research  Paper  

  VIII.  

Grading  System   Midterm  Grade           Tentative  Final  Grade     Prelim  Examination     25%     Semi-­‐final  Examination   25%   Midterm  Examination     25%     Final  Examination     25%   Class  Standing       50%     Class  Standing       50%   Total                                  100%     Total                                  100%                                  Midterm  Grade    +    Tentative  Final  Grade   Final  Grade   =                     2  

 

from