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1. COURSE OBJECTIVES
Marketing Research course focuses on the basic theories and practices of Marketing research, from defining research problems, choosing research methods, collecting data to prepare for processing, analysing data and formulating research reports.
2. COURSE CONTENT
No.
Chapter
Time allocation
Contribution to CLO
Lecture (1)
Practice, Seminar (2)
Essays, exercises, Assignments
Self-study with teachers’ tutorials
1
Chapter 1: Overview of Marketing Research
2
1
1
5,5
1, 2, 6, 7
2
Chapter 2: Design and Approve research project
2
1
1
5,5
1, 3, 6, 7
3
Chapter 3: Secondary data and collection methods
2
1
2
5,5
1, 4, 6, 7
4-5
Chapter 4: Primary data and collection methods
4
2
3
11
1, 4, 6, 7
6-7
Chapter 5: Measurement and Evaluation in Marketing Research
+ Midterm test
4
2
3
11
1, 4, 6, 7
8
Chapter 6: Design questionnaires in Marketing research
2
1
2
5,5
1, 5, 6, 7
9
Chapter 7: Sampling in Marketing Research
2
1
2
5,5
1, 2, 6, 7
10-11
Chapter 8: Collecting data in researched field
4
2
3
11
1, 2, 6, 7
12
Chapter 9: Data analysis and processing; methods of descriptive statistical analysis in data processing
2
1
2
5,5
1, 2, 6, 7
13
Chapter 10: Inferential statistical analysis methods in data processing
2
1
1
5,5
1, 2, 6, 7
14
Chapter 11: Presentation and report of research results
2
1
1
5,5
1, 2, 6, 7
15
Summary of the course
Update new content
2
1
1.5
5,5
1, 6, 7
Total (hours)
30
15
22.5
82.5
3. COURSE ASSESSMENT
- Score ladder: 10
- Type of assessment
Form
Content
Criteria
CLO
Proportion
Formative
Attendance
- Attendance checking: minimum of 5 times
1,2,3,4
10%
Midterm Test
- Exam format: written exam in 45 minutes
- Content: issues have been studied
- The written exam can be in the form of 20 multiple-choice questions or 02 essay questions (in which, 01 theory-based question and 01 practical question)
- Students are not allowed to use any material during the exam.
- Evaluation criteria:
+ For multiple-choice questions: students answer exactly 20 multiple-choice questions: 10 points
+ For essay questions: the maximum points for each question are 5 points, specifically:
Understand the issue: 1 point
Solving the issue: 1 point
Analyze the issue: 1 point
Giving example: 1 point
Expression: 1 point
Total: 5 points/essay question
5,6,7,8
30%
Summative
Final test
- Exam format: written exam in 50 minutes
- Content: issues have been studied
- The written exam consists of 02 parts:
+ Part 1 contains 30 multiple choice questions covering all chapters
+ Part 2 consists of 02 essay questions which require the application of knowledge in practice: question 1 covers course knowledge, question 2 is practice-based.
- Students are not allowed to use any material during the exam.
- Evaluation criteria:
+ For essay questions:
Concise anwers to 2 essay questions: 4 points
+ For multiple-choice questions:
Correct answers to multiple choice questions: 6 points
Total: 10 points
1, 4,5,7
60%
Sum
100%
* Summative assessment:
(2) Extra credit (or bonus points for study encouragement):
- Given when students actively participate during lectures
- Students give their answers to the lecturer’s questions straight to the point
- 3 times: 1 bonus point for the mid-term exam, 6 times: 1 bonus point for the final exam, the total bonus points not exceeding 2 points for mid-term exam or 1 point for final exam scores.