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    Marketing Research Course Outline

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    tortomato
    This document outlines the course outline for a Marketing Research course offered at Holy Cross of Davao College. The course is a 3-unit class that is a requirement for students majoring in Marketing Management. The course aims to teach students how to plan, collect, and analyze marketing data to help inform business decision making. It covers topics like defining marketing research problems, conducting literature reviews, research methodologies, data collection and analysis, and presenting research findings. The course assessments include exams, class participation, and a required marketing research paper.

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    Marketing Research Course Outline

    Uploaded by

    tortomato
    233 views3 pages
    This document outlines the course outline for a Marketing Research course offered at Holy Cross of Davao College. The course is a 3-unit class that is a requirement for students majoring in Marketing Management. The course aims to teach students how to plan, collect, and analyze marketing data to help inform business decision making. It covers topics like defining marketing research problems, conducting literature reviews, research methodologies, data collection and analysis, and presenting research findings. The course assessments include exams, class participation, and a required marketing research paper.

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    Marketing Research Course Outline

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    This document outlines the course outline for a Marketing Research course offered at Holy Cross of Davao College. The course is a 3-unit class that is a requirement for students majoring in Marketing Management. The course aims to teach students how to plan, collect, and analyze marketing data to help inform business decision making. It covers topics like defining marketing research problems, conducting literature reviews, research methodologies, data collection and analysis, and presenting research findings. The course assessments include exams, class participation, and a required marketing research paper.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    233 views3 pages

    Marketing Research Course Outline

    Uploaded by

    tortomato
    This document outlines the course outline for a Marketing Research course offered at Holy Cross of Davao College. The course is a 3-unit class that is a requirement for students majoring in Marketing Management. The course aims to teach students how to plan, collect, and analyze marketing data to help inform business decision making. It covers topics like defining marketing research problems, conducting literature reviews, research methodologies, data collection and analysis, and presenting research findings. The course assessments include exams, class participation, and a required marketing research paper.

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    © All Rights Reserved
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    of 3

    HOLY

    CROSS OF DAVAO COLLEGE


    Sta. Ana Avenue, Davao City

    Bachelor of Science in Business Administration (BSBA)
    Major: Marketing Management

    COURSE OUTLINE

    Marketing Research

    I. Course Number: MM 3




    Credit: 3 units

    II. Course Title: Marketing Research


    Pre-Requisite: MM1 & Math 8

    III. Course Description:

    This course deals with the study of planning, collection, and analysis of data relevant to
    marketing decision making and communicating the results of this analysis to management. It also
    deals with the function which the consumer, customer public to the marketer through information
    that is used to identify and define marketing opportunities and problems; generate, refine and
    evaluate marketing actions; monitor marketing performance and improve understanding of
    marketing as a process.

    IV. Course Objectives:

    At the end of the course, the student should be able to:

    1. Conduct efficient and effective research that provides solution to marketing research
    objectives and marketing decisions.
    2. Analyze the techniques used for efficient research objectives.
    3. Explain various concepts and theories underlying the scientific method in conducting
    marketing research.
    4. Display genuine concern for all the people affected by the research process.
    5. Internalize the values of nationalism, social responsibility, moral and intellectual
    integrity and respect for the rights of others.
    6. Develop appropriate values.
    7. Apply logical thinking to form a new conclusion for better decision making.
    8. Develop and defend a marketing research paper.

    V. Course Outline








    No. of Hours

    A.









    13.5 hours

    1. Overview of Marketing Research
    a. Defining Marketing Research
    b. The Role of Marketing Research
    c. Types of Research
    d. Ethical Issues in the Conduct of Research
    e. Components of the Research Process
    2. Development and Formulation of the Research Problem
    a. Identification and Selection of a Research Problem


    b. Formulation and Articulation of the Research Problem
    c. The Review of Related Literature
    d. Significance of the Study
    e. Scope and Limitation of the Study
    f. Formulation of the Theoretical Framework
    3. Designing a Research Methodology



    a. Research Designs
    b. Methods of Data Collection
    c. Methods of Data Analysis
    d. Data Gathering

    13.5 hours

    No. of Hours

    13.5 hours

    13.5 hours


    4. Collection, Analysis and Interpretation of Data
    a. Data Collection Method
    b. Data Analysis
    c. Data Presentation
    5. Marketing Output Presentation

    a. Importance of Research Proposal
    b. Components of Research Proposal

    VI.

    References
    A. Bibliography

    Churchill, Gilbert A. et.al., (2012). Introduction to Marketing Research. 2012 First Philippine
    Edition, Cengage Learning Asia Pte. Ltd.

    Malhotra, Naresh K. (2012) Basic Marketing Research 4th Edition, Pearson Education, Inc.,
    Prentice Hall

    Joseph F. Hair (2013) Essentials of Marketing Research 3rd Editiom, New York: Mc-Graw Hill
    Companies, Inc.

    Malhotra, Naresh K. (2007) Marketing Research: an applied orientation, Upper Saddle River,
    NJ: Pearson/ Prentice Hall

    B. Internet

    The Market Research Process: 6 steps to success, retrieved from
    http://www.mymarketresearchmethods.com/the-market-research-process-6-steps-to-
    success/, retrieved on October 2011

    Steps
    in
    the

    Marketing
    Research
    Process,
    retrieved
    from
    http://2012books.lardbucket.org/books/marketing-principles-v1.0/s13-02-steps-in-the-
    marketing-researc.html, retrieved on December 2009

    VII.

    How
    to
    do
    Market
    Research
    in
    5
    steps,
    retrieved
    http://www.business.vic.gov.au/marketing-sales-and-online/increasing-sales-through-
    marketing/doing-market-research, retrieved on April 2010

    Course Requirements
    A. Marketing Research Paper


    VIII.

    Grading System
    Midterm Grade



    Tentative Final Grade

    Prelim Examination

    25%
    Semi-final Examination 25%
    Midterm Examination
    25%
    Final Examination

    25%
    Class Standing

    50%
    Class Standing

    50%
    Total

    100%
    Total

    100%


    Midterm Grade + Tentative Final Grade
    Final Grade
    =





    2

    from

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