User Rating: 0 / 5
Course title: Marketing Research
Course code: MKTE305
Department: Marketing & Communication
Credit hours: 3
Prerequisite(s): Principles of Marketing (MKTE301)
- 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.
- COURSE CONTENT AND SCHEDULE
|
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 |
2 |
4.5 |
1, 2, 6, 7 |
|
2-3 |
Chapter 2. Marketing research design |
4 |
2 |
2 |
11 |
1, 3, 6, 7 |
|
4 |
Chapter 3. Qualitative research |
2 |
1 |
2 |
5.5 |
1, 4, 6, 7 |
|
5 |
Chapter 4. Qualitative research methods |
2 |
1 |
2 |
5.5 |
1, 4, 6, 7 |
|
6 |
Chapter 5. Quantitative research |
2 |
1 |
2 |
5.5 |
1, 4, 6, 7 |
|
7 |
Chapter 6. Quantitative research methods |
2 |
1 |
2 |
5.5 |
1, 5, 6, 7 |
|
8 |
Chapter 7. Sampling |
2 |
1 |
2 |
5.5 |
1, 2, 6, 7 |
|
9-10 |
Chapter 8. Questionnaire design |
4 |
2 |
3 |
11 |
1, 2, 6, 7 |
|
11 |
Chapter 9. Data analysis |
2 |
1 |
2 |
5.5 |
1, 2, 6, 7 |
|
12 |
Chapter 10. Reporting |
2 |
1 |
1 |
5.5 |
1, 2, 6, 7 |
|
13 |
Chapter 11.Using marketing research to segment markets |
2 |
1 |
1 |
5.5 |
1, 2, 6, 7 |
|
14 |
Chapter 12. Research trends and ethics in marketing research |
2 |
1 |
1.5 |
5.5 |
1, 2, 6, 7 |
|
15 |
Summary discussion of the course |
2 |
1 |
2.5 |
4 |
1, 6, 7 |
|
Total (hours) |
30 |
15 |
25 |
80 |
||
*For a compulsory course of the training program, this course shall contain sessions delivered by business experts/ reporters.
- 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 - 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 (100%) + For essay questions: the maximum points for each question are 5 points (50%), specifically: Understand the issue: 1 point (10%) Solving the issue: 1 point (10%) Analyze the issue: 1 point (10%) Giving example: 1 point (10%) Expression: 1 point (10%) Total: 5 points (50%)/essay question |
5,6,7,8 |
30% |
|
|
Summative |
Final test |
- Exam format: written exam in 60 minutes - Content: issues have been studied - The written exam consists of 02 parts: + Part 1 contains 40 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 answers to 2 essay questions: 4 points (40%) + For multiple-choice questions: Correct answers to multiple choice questions: 6 points (60%) Total: 10 points (100%) |
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 (10%) for the mid-term exam, 6 times: 1 bonus point (10%) for the final exam, the total bonus points not exceeding 2 points (20%) for mid-term exam or 1 point (10%) for final exam scores.