MARKETING RESEARCH

Prerequisite: Principles of Marketing. This course covers the fundamentals of business research activities designed to determine potential demand for products and the effectiveness of various communication (marketing) efforts to enhance this demand. Key issues covered include the efficient design of research efforts and valid inferences that can be drawn from research results

The purpose of this course is to learn how plan and implement a marketing research project. Upon successful completion of this class, course participants will have a working knowledge of the following. 1) To be able to conduct a marketing research project from start to finish. 2) To design research to fit a variety of marketing problems. 3) To learn how to analyze marketing data using SPSS (Statistical Package for Social Sciences) 4) To interpret statistics and to make judgments about data. 5) To learn the language of marketing research. 6) To learn more about marketing and consumer behavior by conducting research.

Class discussions are an important and integral part of this course. Active participation in discussion is also very important. You are expected to read all assigned materials before coming to class and be prepared to discuss them regardless of whether you were present or absent during the previous class. You are strongly encouraged to attend all the class sessions.
At the beginning of each class there will be attendance call and if you come in late, it is your responsibility to approach and let me know you were there to make sure you were no marked absent.

참여도는 수업참여도 와 과제제출로 평가함

Early in the term, course participants will form groups of approximately three to four students each. Each group will be assigned a client organization for the final project, a marketing research study. This project will include problem definition, research design, data collection, statistical analyses, and a written analysis of the results. Each team will submit the final report (about 15~20 pages) and make a final presentation at the end of term.

Prerequisites: Principles of Marketing