Marketing Research MKT 302

Course Description : This course gives
students a “nuts and bolts” understanding of marketing research and provides
them with extensive information on how to use it. Written at a level first-time
marketing research students understand, this text provides the basic
fundamentals of the statistical procedures used to analyze data without
dwelling on the more complex and intricate concepts.

 

Course
Objectives:  

This course will enable students to learn fundamental concepts in
Marketing Research (MR). Data sourcing and collection being the major task of
MR, students can get to know types of data sources, data collection methods and
instruments. The heart of the MR is Methodology, which equips with methods and
designs to plan and implement and conduct successful experiments in social
sciences area. The Analysis part deals with tools to tabulate and process the
data. Finally it will enlighten them of how MR process to be organized in an
understandable report format.

 

 

 

Required
References:

1.     

 Marketing Research 6/e , Alvin Burns  /  Prentice Hall  ISBN: 9780137135998   http://wps.pearsoned.co.uk/ema_ge_burns_research_6/

 

2.     

The Basics of
APA Style

        http://www.apastyle.org/learn/tutorials/basics-tutorial.aspx

 

3.     

SPSS Student
Assistant; The SPSS Student Assistant is a learning aid developed for your
book. Use this tutorial to familiarize yourself with the features and use of
SPSS.

http://wps.pearsoned.co.uk/ema_ge_burns_research_6/152/39131/10017732.cw/index.html

 

4.     

Additional
articles TBA.

 

Recommended
references:

Marketing Research 3e , Naresh K.Malhotra /  Prentice Hall ISBN : 0-13-013162-8