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    MKT-Research, Course Outline

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    Ayesha awan
    This document outlines the course details for a Marketing Research course at the University of Lahore. The course will cover fundamental concepts and stages of marketing research over 12 lectures. Students will learn research methods, data analysis using SPSS, and how to apply these skills. Assessment includes class participation, leading discussions of assigned topics, a midterm exam, and a final SPSS exam testing statistical analysis competency. The goal is for students to gain skills in implementing and evaluating marketing research.

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    MKT-Research, Course Outline

    Uploaded by

    Ayesha awan
    40 views5 pages
    This document outlines the course details for a Marketing Research course at the University of Lahore. The course will cover fundamental concepts and stages of marketing research over 12 lectures. Students will learn research methods, data analysis using SPSS, and how to apply these skills. Assessment includes class participation, leading discussions of assigned topics, a midterm exam, and a final SPSS exam testing statistical analysis competency. The goal is for students to gain skills in implementing and evaluating marketing research.

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    This document outlines the course details for a Marketing Research course at the University of Lahore. The course will cover fundamental concepts and stages of marketing research over 12 lectures. Students will learn research methods, data analysis using SPSS, and how to apply these skills. Assessment includes class participation, leading discussions of assigned topics, a midterm exam, and a final SPSS exam testing statistical analysis competency. The goal is for students to gain skills in implementing and evaluating marketing research.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    40 views5 pages

    MKT-Research, Course Outline

    Uploaded by

    Ayesha awan
    This document outlines the course details for a Marketing Research course at the University of Lahore. The course will cover fundamental concepts and stages of marketing research over 12 lectures. Students will learn research methods, data analysis using SPSS, and how to apply these skills. Assessment includes class participation, leading discussions of assigned topics, a midterm exam, and a final SPSS exam testing statistical analysis competency. The goal is for students to gain skills in implementing and evaluating marketing research.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 5

    Lahore Business School

    The University of Lahore

    Marketing Research
    MBA
    Fall 2018

    PROFESSORS Dr. Atif Mahmood


    OFFICE
    TELEPHONE
    E-MAIL
    OFFICE HOURS By an appointment
    CLASSROOM(S)
    COURSE HOURS 42 Hours

    COURSE DUE DATE WEIGHTAGE


    DELIVERABLE
    Discussant and Presentation
    20%
    of the Session’s Topic
    Mid term 30%
    Final Exam 50%
    Course Prescription

    The fundamental concepts and stages of marketing research provided within an overall structural

    framework, including: how to integrate stages, carry out research in a scientific manner, read and

    analyze research reports, apply research skills.

    Goals of the Course

    This course aims to provide students with a background in research methods, issues related to

    conducting marketing research, data analysis, and methods of evaluation related to marketing.

    Knowledge of these topics will enable students to both implement and evaluate marketing

    research during their professional careers. It is assumed that students enrolled in this course have

    a basic understanding of marketing terminology and concepts.

    Learning Outcomes

    The emphasis in this course is on marketing research as an aid to management decision-making.

    Accordingly, it primarily is intended for prospective users of research results, rather than for

    specialists in research. However, the latter group, if intending to continue on to Advanced

    Marketing Research, will benefit through a better understanding of the needs of clients and the

    range of possible applications.

    By the end of the course it is expected that the student will be able to:

    1. Display problem analysis skills and an ability to translate a management problem into a

    feasible research question.

    2. Demonstrate a working knowledge of the concepts and methods of marketing research.


    3. Recognize with an increased sensitivity the biases and limitations of marketing data.

    4. Show an understanding of questionnaire design and sampling theory.

    5. Demonstrate competency with the SPSS statistical software package and the ability to use

    SPSS to enter marketing data, conduct various types of statistical analyses and interpret their

    outputs.

    6. Exhibit an understanding of qualitative and quantitative research methods and their application

    to marketing research.

    Content Outline

    Lecture 1: Introduction to Marketing Research and the Research Process

    Lecture 2: Problem Definition

    Lecture 3: Research Design and Secondary Data Sources

    Lecture 4: Qualitative Methods

    Lecture 5: Descriptive Research Design and Observation

    Lecture 6: Causal Research Design

    Lecture 7: Measurement, Scaling and Sampling

    Lecture 8: Data Preparation and Analysis Strategy

    Lecture 9: Data Analysis: Hypothesis testing, Frequencies and Cross-tabulation

    Lecture 10: Data Analysis: Testing for Significant Differences – t-test/ANOVA

    Lecture 11: Data Analysis: Testing for Association – Correlation and Regression

    Lecture 12: Course Wrap-Up, SPSS Exam overview


    Learning Resources

    Required Text:

    Malhotra, Naresh K. (2013). Basic marketing research (International edition). Pearson.

    Recommended Reading:

    Coakes, Sheridan (2013), SPSS Version 20.0 for Windows: Analysis Without Anguish, John

    Wiley & Sons, Inc.

    DETAILED COURSE INFORMATION

    Week Topic Assessment


    Introduction to Marketing

    1 Research and the Research

    Process (Chapter 1)
    2 Problem Definition (Chapter 2)
    Research Design and

    3 Secondary Data Sources

    (Chapter 3-5)
    Qualitative Methods (Chapter
    4
    6)
    Descriptive Research Design
    5
    (Chapter 7 & 11)
    Causal Research Design
    6
    (Chapter 8)
    Mid-term (30%)
    Measurement, Scaling and

    7 Sampling (Chapter 9-10, 12-

    13)
    Data Preparation and Analysis:

    8 Hypothesis testing, Frequencies

    (Chapter 14-15)
    Data Analysis: Hypothesis

    9 testing and Cross-tabulation

    (Chapter 16)
    10 Data Analysis: Testing for
    Significant Differences,

    t-test/ANOVA (Chapter 17)


    Final term (50%)

    COURSE REQUIREMENTS

    Class Preparation and Participation: Each participant is required to come prepared to class.
    Since class discussion is an integral part of the course, absences and lack of preparedness are
    unacceptable.

    Discussant and Presentation of the Session’s Topic (20% of grades): While I will provide
    some lecture materials, much of the course will involve engaging in discussions. As noted above,
    2-3students will be tasked each session with leading the class discussions of the assigned topics.
    The students will be assigned to lead each session's discussion, and will develop the questions
    that will guide and structure each session. Each group of lead discussants has to lead at least 5
    sessions depending upon the number of class participants. Two students will serve the role of
    main presenters of the session. After reading the assigned topic, they will prepare a
    comprehensive presentation of 20-25 minutes.

    Midterm (30% of grades)

    SPSS exam (50%)

    You will be required to demonstrate your competency using the SPSS statistical software

    package and analyzing the results from various statistical techniques. This is a two hour exam

    (further information on the exact location of the test to be provided in class).

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