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Marketing Management DepartmentCourse Syllabus

COURSE CODE/TITLE: MARKRES (Marketing Research)

PRE-REQUISITE: MARKET1, COMSTA1

PRE-REQUISITE TO: MARKAD1, MARKAD2, MARKPUB, MARKNAL, MARKOST

TYPE OF COURSE: major course

FACULTY:

TERM/TIME/ROOM:

COURSE DESCRIPTION:

This course is designed to help students learn the underlying principles of MARKETING RESEARCH. Itwill enable future users of research to learn to judge how useful research information would be in order to helpsolve specific marketing problems and give insights on the potential of research as a career in business. Thiscourse attempts to assist students in designing and conducting research projects at the least possible cost.Emphasis is on the discussion of the different steps in the integrated marketing research process. A researchproposal is required and a final research study is defended at the end of the course.

OBJECTIVES/VALUES:

At the end of the course, the students are expected to:

1. Appreciate the value of marketing research as a tool of marketing management;2. Understand and be familiar with the various concepts and theories underlying the scientific method of

conducting marketing research; and3. Present and defend a research proposal.

Develop honesty and integrity in conducting research particularly in data gathering and evaluation.

TOPICS:

SESSION

NO.

T O P I C NO. OF

HOURS

1 THE NATURE OF MARKETING RESEARCH/MARKETING RESEARCH PRACTICEThe Function and Role of Research in Marketing ManagementThe Marketing Research Department in the Corporate Setting

An Overview: The Research IndustryMarketing Information SystemsOrganizing the Marketing Research Functions

6

2 UNDERSTANDING TYPES OF MARKETING RESEARCH EFFORTSBasic Research DesignData Collection MethodsSecondary Sources of DataDecision Analysis

6

3 KEY ASPECTS OF THE MARKETING RESEARCH PROCESS

Defining the Marketing Research ProblemData CollectionSamplingField Work

Analysis of Data Regression and Correlation Analysis Cluster Analysis Factor Analysis

Conjoint Analysis

6

4 MEASUREMENT TECHNIQUES IN MARKETING RESEARCHThe Questionnaire: The Nature of Questionnaire DesignQualitative Research: Depth Interviews, Projective Techniques, Focus Group

Discussions (FGD)

Observation and Physiological MeasuresAttitude Scales and Measures of Emotions

6

5 MANAGEMENT USES OF MARKETING RESEARCHThe Usage, Attitude, Image Study (UAI)Research Techniques Useful in Product ManagementResearch Projects that Support Advertising, Sales, Distribution and Pricing

Assessing the Research Techniques of the Total Marketing Mix

6

6 PREPARING THE WRITTEN RESEARCH REPORT

(Note: Internet exercises will be taken in between session as may be assigned by the faculty member)

MARKRES SYLLABUS/page 2.........

TEACHING METHODS:

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Lectures Group presentation Exercises

ASSESSMENT/EVALUATION:

Midterm Finals

Class Standing 30% Class Standing 30%Quizzes/Exercises 20% Quizzes 20%Midterm Exams 30% Research Proposal 30%Cases and Reports 20% (Content and Defense)

Reports and Cases 20% 100% 100%

TEACHING METHODS

Mini marketing research plan Readings Surveys

PRESCRIBED TEXTBOOK/S: Tull, Donald S. and De I. Hawkins. 2000. Marketing Research:Measurement and Method (A Text with Cases) (latest edition), MacMillianPublishing Co, USA

Roberto, Ned. 1996. User-Friendly Marketing Research, Manila: LifeCycle Press (Asia)

REFERENCES: Boyd, Jr., Westfall, and Stasch, 2000. Marketing Research: Text and Cases latestedition, Homewood, Illinois: Irwin

Tull and Hawkins, 2000. Marketing Research Measurement and Method latest editionMacMillian Publishing Co, USA

Roberto, Eduardo L. 1987, Applied Marketing Research. Ateneo de Manila UniversityPress

Prepared by:

A.C. PanizalesApril 2000

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