Marketing Research

1. Basic Course Information

Course Code: 012022
Course Name: Marketing Research
Course Type: Specialty course
Period: 32
Credits: 2
Target Students: Undergraduates Majoring in Marketing
Assessment: Examination
Preparatory Courses: Marketing

2. Brief Course Introduction

Marketing Research is a core curriculum among marketing courses. Research is one of the indispensable tools for management research and marketing decisions. The purpose of this course is to improve students’ two abilities: Students should have abilities in confirming, collecting, analyzing, interpreting and reporting the information required for marketing decisions; they also should know how to design and implement marketing research and to translate the findings into marketing strategy. In this course, students will be introduced to the different stages of the marketing research process. The focus will be on how to:(1)  Master basic principles and practices of market research;(2)  Design research plan, design questionnaire, collect and analyze data scientifically;(3)  Draw conclusions and recommendations from analyzing;(4)  Write professional research report;(5)  Present the research. The contents of the course is mainly introduced the different stages of the marketing research, including using applied marketing research in management, introducing the structure of marketing research, collecting primary data and secondary data, analyzing qualitative research, questionnaire designing, measuring, basic sampling, regression analyzing, correlation analyzing, analyzing the results of the survey, presenting the research, etc.