|
Join the Marketing Research Google Group:
Method of Instruction The course will focus on both individual and group learning. A mix of class discussions, lectures, assignments, presentations and projects have been included in the pedagogy.
Evaluation Criteria Short Quizzes & Assignments : 30% End of Term tests : 30% Report & Presentation : 20% Class Participation : 20%
Text books
|
Is the study of marketing research really necessary?
Marketing research is one of the most effective tools that help organisations to excel in the marketplace. So what is the subject all about?
Let’s say, for example, that the Marketing Head of Motorola wants to find out about the market potential of an innovative product, a mobile phone coupled with laser projection feature. He’ll most likely use his team to research a sample of mobile users to find out whether there is potential for accepting the new device or whether there is a problem of non-acceptance
So which group should he research? How many people should he contact? What are the questions that he should ask? To find out the answers to these and more, a series of steps will be needed to systematically investigate the problem or the opportunity facing Motorola. This forms an integral part of marketing research.
It is important that everyone who is likely to be involved in the marketing of products/services should have an understanding of the basic concepts of this fascinating subject.
Course Objective The aim of the course is to make students familiar with marketing research concepts, tools and techniques. By the end of this course, it is expected that students will develop a good understanding of the concepts involved, be aware of the steps in marketing research and also be able to independently undertake a market research assignment in a professional manner.
Session Outline
Slides:MRSession1.pps
Slides:MRSession2.pps
Slides:MRSession3.pps
|
Page Information
|
Wiki Information |
Recent PBwiki Blog Posts |
Create your own educational wiki!