MARKETING RESEARCH

INSTRUCTOR:
NGUYEN QUOC HUNG, MBA (AIT).
Course Description

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 Course Description

• This course will provide students with an

in-depth understanding of marketing
research.

• Students will be involved in a practical

application of marketing research via a group
project which will focus on a real situation.
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 Course Description (cont.)

• Students will write a research brief,

determine the research methodology and
conduct interviews and surveys as required.

• Students will be responsible for presenting

their findings in both written and oral form.

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Knowledge and Understanding

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 Knowledge and Understanding

• This course is designed to provide students with

a basic understanding of the marketing research
process.

• The role of marketing research in strategic

decision-making.

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 Knowledge and Understanding

• There will be a focus on understanding the

theoretical components of research design, as
well as developing practical skills in data
collection, analysis and interpretation.

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 Knowledge and Understanding
Through practical application within a market research
project, students will:

• Present a research proposal

• Design a sampling and research method
• Develop a survey instrument
• Manage data collection
• Conduct statistical analysis techniques
• Interpret results, and
• Present research findings.
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 Knowledge and Understanding

• Emphasis will be placed on developing written

and oral communication skills for presentation
to clients.

• Ethical business frameworks will also required

to be adopted.

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Learning Outcomes

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 Learning Outcomes
By the end of this course students should be able to:

• Discuss the scope and managerial importance of

marketing research and its role in the development of
marketing strategy.

• Provide a detailed overview of the stages in the

marketing research process.

• Develop research questions and objectives that can be

addressed in a research design.
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 Learning Outcomes
• Develop a market research design; including:

 Identifying appropriate research approaches:

- Qualitative
- Survey
- Observation, and
- Experimental research techniques

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 Learning Outcomes

• Develop a market research design; including:

 Preparing measurement instruments

(including surveys and focus group outlines)

 Designing a sampling approach and sampling

frame

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 Learning Outcomes

• Manage the data collection process.

• Use contemporary statistical packages to

calculate and report descriptive statistics
from quantitative data.

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 Learning Outcomes

• Interpret data analysis in the context of

the identified business problem.

• Communicate research results in written

report and oral presentation formats.

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TEXTBOOK
Textbook
Course Content and Objectives
 Course Objectives

Objective 2 Objective 3 Objective 4

Objective 1
Research Data Analysis &
The Role & Value of Research Design &
Development Communicating
Market Research Gathering Accurate data
Research Findings

Marketing research for

Identify and clarify Sampling theory &
managerial decision Statistic reviews
information needs methods
making

Marketing research & Specify research Measurement & Data processing by

marketing-mix variables objectives designing questionnaire SPSS

The marketing research

Writing research Research report &
process & Research Collecting data
proposals presentation
methodologies

Theory Theory and Pratical assigement Pratical assignment

 Course Content
Reading
Objective 1
The role & value of
Essentials of marketing research
marketing
research
Chapter 1: Marketing research for managerial decision making
- Marketing research and marketing mix
- Marketing theory
Marketing research
for managerial Chapter 2: The Market ing Research Process and Proposals
decision making - Overview of the Research Process
- Phase I: Determine the research problem
- Phase II: Select the research design
Marketing research - Phase III: Execute the research design
anh marketing mix - Phase IV: Communicate the results
variables
Chapter 3: Secondary data, Literature reviews, and hypotheses
- Value of secondary data and literature reviews
- Conducting a literature review
The marketing - Internal and external of secondary data
research process &
Research Chapter 4: Exploratory and Observational research designs and data colletion
methodologies
approaches
- Value of qualitative research
- Overview of qualitative and quantitative research methods
- Observation methods

Chapter 5: Descriptive and causal research designs

- Value of descriptive and causal survey
- Descriptive research designs and survey
- Causal research designs
 Course Content

Reading Assigment
Objective 2
Research
Essentials of marketing research - Research topic
development
- Research problem
Chapter 2: The Marketing research Process and Proposals and objectives
- Determining the need for information research - Research Proposals
Identify and clarify - Phase I: Determine the research problem
information needs
Chapter 3: Secondary data, Literature reviews, and Hypotheses
- Develop a conceptual model
Specify research
objectives Chapter 5: Descriptive and Causal research Designs
- Causal research designs

Writing research Reviews:

proposals - Consumer behaviour
- Marketing
 Course Content

Objective 3 Reading Assigment

Research design &
Gathering accurate Essentials of marketing research - Designing
data
questionnaires
Chapter 2: The marketing research process and proposals - Collecting data
Sampling theory & - Step 5: Develop the sampling design and sample size
methods - Step 6: Examine measurement issues and scales
- Step 7: Design and pretest the questionnaire
Measurement &
designing Chapter 6: Sampling theory and methods
questionnaire
Chapter 7: Measurement and scaling
Collecting data Chapter 8: Designing the questionnaire
 Course Content

Objective 4 Reading Assigment

Data analysis &
communicating Essentials of marketing research - Data analysis by
research findings SPSS
Chapter 10: Preparing data for quantitative analysis - Writing research
- Editing and coding report
- Data entry - Research findings
Statistic Reviews - Data tabulation Presentation

Chapter 11: Basic data analysis for quantitative research

- Value of statistical analysis
Data Processing by
- How to develop hypotheses
SPSS
- Analyzing relationships of sample data
- Comparing means: Independent versus related samples

Research Report & Chapter 12: Examining relationships in quatitative research

Presentation
Chapter 13: Communicating marketing research findings

SPSS textbook

Reviews
Statistic
 Assessment

Assessment Value
Assignment 50%
Group Project 50%
Total 100%
Group Project (5-6 students)

1. Writing Research Proposal

2. Writing Research Report

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 CHOOSING GROUP MEMBERS:

NOW, YOU HAVE 30 MINUTES TO CHOOSE

GROUP MEMBERS (5-6 STUDENTS) AND
SEND THE LIST OF YOUR GROUP TO MY EMAIL ADDRESS:
nqhung@ueh.edu.vn

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