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School of Business
Department of Marketing
Course Objectives
To provide participants with basic understanding of the marketing research process and
the scientific approach to information identification, collection and analysis for marketing
decision-making.
To provide participants with the opportunity to design and execute a marketing research
project.
Required Text
Alvin C. Burns and Ronald F. Bush, Marketing Research: Online Research Applications,
Fourth Edition, Prentice Hall, 2003.
Reference Texts
Joesph F. Hair, Robert P. Bush and David J. Ortinau, Marketing Research: A Practical
Approach for the New Millennium, Second Edition, McGraw-Hill, 2003.
Naresh Malhotra, John Hall, Mike Shaw and Peter Oppenheim, Marketing Research: An
Applied Orientation, Second Edition, Prentice Hall, 2002.
Course Outline
Participants are expected to complete all assigned readings, exercises and cases. They
should participate actively in the class discussions on conceptual areas, exercises, issues
and case studies. Each participant will be assigned exercises and a case study. They are to
submit written report for these assignments.
Each group will be assigned a case study. They are to submit written report for these
assignments.
Each group will be assigned a comprehensive project where they will have to understand
and interpret some management problems and issues and translate these into marketing
research questions. They then have to design a research project to collect data, analyze
and interpret data and provide recommendations for management to address the problems
and issues. Each group is expected to submit a written report [maximum 30 pages, A4
size, 12-point font, single-spacing] and make an oral presentation [maximum 30 minutes
and 30 powerpoint slides].