Course Description
Advanced Market Research examines the consumer decision-making processes and behavior through the application of qualitative and quantitative research methods. Includes problem identification, secondary research, data gathering, analysis, interpretation and report writing.
Week 1
Lecture: Overview of the Research Process
Outcomes
- Describe the philosophy behind marketing research and its importance as a tool
- Explain how simple or complex this tool can be in its use in creating customer profiles or understanding customer motivations
- Identify the components of the four phases of the research process
- Discuss open-ended questions
Week 2
Lecture: Primary and Secondary Research
Lecture: Regression and ANOVA
Outcomes
- Distinguish between secondary and primary research
- Discuss the importance of secondary and primary research
- Explain how to set up a focus group and how it can be useful
- Describe the challenges of maintaining internal validity when customers may not even understand their own motivations
- Identify some techniques to reveal these hidden motivations
- Recognize the role of database marketing in customer profile creation
- Discuss the research objectives as a paramount to success
- Explain how to write regression and what its components mean
- Recognize the importance of a theory
- Distinguish between random and systematic error
- Explain the complexities of maintaining internal validity
- Distinguish between an experiment and a nonexperiment survey
- Describe sampling design and the importance of having a representative sample
- Discuss open-ended questions
Week 3
Lecture: Constructs and Survey Designs
Outcomes
- Explain the concept of measurement
- Discuss the role of clear conceptual development
- Distinguish between beliefs, attitudes and intentions
- Identify the properties of a scale
- Distinguish between types of scales
- Create a Likert-type, Bipolar scale and nominal scale
- Explain how to create a survey
- Discuss open-ended questions
Week 4
Lecture: Survey and Scenarios
Outcomes
- Create a Likert-type, Bipolar scale and nominal scale
- Explain how to create a survey
- Distinquish between beliefs, attitudes, and intentions
- Discuss open-ended questions
- Create and critique a survey
Week 5
Lecture: Data Analysis
Outcomes
- Explain how to organize data
- Explain how to clean and analyze data
- Create meaning and ask better research questions
- Explain how to use SPSS
- Explain the concept of significant differences
- Discuss the meaning of dispersion
- Distinguish between univariate and multivariate analysis
Week 6
Lecture: The Rule of SPSS
Outcomes
- Explain the components of a results section
- Discuss the order and way to present a results section
Week 7
Lecture: Report Writing
Outcomes
- Explain how to write succinctly and persuasively
- Use theory and secondary research to support their ideas
Week 8
Lecture: The Result of a Paper
Outcomes
- Gain experience in interpreting data and then drawing implications from this data for managerial decisions
The course description, objectives and learning outcomes are subject to change without notice based on enhancements made to the course. January 2012
