MODULE SYLLABUS

MAR04-2 MARKETING RESEARCH METHODS

ICB----Bedfordshire
Level 2, FALL 2007
Instructors: Yan Li / Jeff Dean Ward
Phone Numbers: 13810793379/13521445476
E-mail Address: icbliyan@yahoo.com.cn/jdeanward@hotmail.com
Primary Textbook: Marketing Research Essentials (3e, 4e)

Office Hours: 2 hours/week, scheduled appropriately for each section

Prerequisites: Marketing, Business Analysis, Business Computing

Aims and Objectives:

The module aims to:

- To explain the purpose and the nature of marketing research.
- To equip students with the knowledge and understanding of the various elements
which comprise the marketing research process in order to be able to manage a
marketing research programme.
- To equip students with the knowledge and understanding how these marketing
researches integrates into an organisation’s marketing strategy processes,
underpinning it and assisting its development.
- To equip students with the necessary knowledge and research methodology skills
to undertake a dissertation in their final year.

Learning Outcomes:

The student will be able to:

• Identify and appreciate the main theoretical concept behind marketing research.
• Understand the nature, scope and purpose of the “Marketing Research Process”.
• Identify, appreciate and apply research methods skills to complete a project
proposal.
• Identity the information needed to carry out the planned research, and the
sources of that information.
• Demonstrate competence in the selection and proposed application of
appropriate business research techniques.
• Demonstrate the ability of his or her communication in a group.

Learning Strategies:
 The marketing research methods module seeks to develop the students'
independent research abilities. The lectures will provide the theoretical foundation
for the module, i.e. the purpose, nature and techniques of marketing research. The
seminar will provide the vehicle for the application of the theory. A recommended
efficient student learning plan is as follows: Prepare the lecture material before
classes; Attend each lecture and ask questions in classes; Finish any assignment on
time; Search course-related sources on the Net.

Assessment Details:

Components Percentage
Class Attendance 10%
Focus Group (8 or 10 students as one group) 10%
Assignments and Presentation (4 or 5 students as one team) 20%
Mid-term examination 20%
Final examination 40%

Lecture Contents:

The Role of Marketing Research in Management Decision Making

Nature of Marketing, Role of Marketing Research, Whether to Conduct
Marketing Research
The Marketing Research Process
Discussion of the Eight Steps within the Marketing Research Process
Second Data, Databases, the Internet, and Decision Support Systems
DSS, Databases, Advantages and Disadvantages of Secondary Data
Qualitative Research
Focus Groups, Depth Interviews, Projective Techniques
Primary Data Collection: Observation
Advantages and Disadvantages of Observations, Human Observations,
Machine Observations
Primary Data Collection: Survey Research
Types of Errors, Types of Surveys, Factors Determining Choice of Survey
Methods
Primary Data Collection: Experimentation
Causation, Extraneous Variables, Selection of Experimental Designs,
Solomon Experiment, Test Marketing
The Concept of Measurement and Attitude Scales
Measurement Scales, Reliability and Validity, Ten Attitude Scales
Questionnaire Design
Criteria for a Good Questionnaire, Questionnaire Development Process
Basic Sampling Issues
Steps in Developing a Sampling Design, Probability Sampling Method
 Versus Nonprobability Sampling Method

Sample Size Determination

Determine Sample Size for Probability Samples, Normal Distribution,
Population Distribution, Sample Distribution, Sampling Distribution,
Sample Size Determination Problems Involving Means and Proportions
Data Processing, Basic Data Analysis(review), and Statistical Testing of
Differences
Validation and Editing, Coding, Data Entry, Tabulations, Descriptive
Statistics, Chi-Square Test(one-dimensional and two-dimensional tests)
Communicating the Research Results and Ethics
Effective Communication, Organizing the Research Report, Oral
Presentation

Recommended Learning Resources:

Journals:
The Journal of the Marketing Research Society
The Journal of Marketing Research
The Journal of Marketing
European Journal of Marketing

Websites
www.emkt.com.cn
www.stats.gov.cn
www.marketingpower.com

Tentative Schedule:

Week Lecture Topics

1 Introduction to marketing research; Role of marketing research
2 Marketing Research Process
3 Secondary Data
4 Holiday
5 Qualitative Research
6 Focus Group Role-Playing
7 Survey
8 Observation and Experiment
9 Mid-term exam arranged by ICB
10 Measurement, Attitude Scales
11 Questionnaire Design
12 Sampling Issues and Sample Size Determination
13 Data Processing and Data Analysis
14 Seminar -SPSS
15 Communicating Research Results
16 Review, Group Presentation
17 Review, Group Presentation
18~19 Final Examination arranged by ICB