Course Syllabus MKT 345 Jan 2016.docx - KING FAHD...

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KING FAHD UNIVERSITY OF PETROLEUM AND MINERALS College of Industrial Management Department of Management & Marketing Dhahran, Saudi Arabia COURSE SYLLABUS COURSE INFORMATION MKT 345: MARKETING RESEARCH Level undergraduate Offered Second Semester (152) : 2015-16 Academic Year Instructor Kwabena FRIMPONG, PhD Office Phone # 8390 Office # 24/221 Email [email protected] Office Hours Sun: 3.30pm to 5.30pm Wed: 10.30 am to 11.30am Lecture Time First section: Mon : 3.20pm to 4.35pm Second Section: Wed : 3.20pm to 4.35pm Lecture Venue 24/156 REQUIRED TEXTBOOK : William G. Zikmund and Barry J. Babin (2010), Exploring Marketing Research, 10th Edition, Mason, OH: South-Western Online Support The students' web site for this textbook includes chapter study aids, practice test questions, and special web links that allow students to explore marketing research issues and resources. ADDITIONAL READINGS Pallant, Julie, SPSS Survival Manual (2nd or Latest Edition), Open University Press: Soft copy available via google search or ebooks.com 1
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COURSE DESCRIPTION This module aims at helping students understand the key concepts in marketing research, the methods of conducting marketing research and how to use research to solve the problems faced by marketing managers and organizations. The course will consist of an introduction to the principles and applications of marketing research. The role of marketing research, types of research, and the research process are thoroughly examined. Types of data, research designs, sampling methods, questionnaire design, fieldwork, basic data analysis, and effective presentation of findings will be discussed in detail. The course also includes an empirical/practical market research projects which will be carried out by class groups. COURSE AIMS AND OBJECTIVES The main aim of this course is to develop candidate’s ability to undertake marketing research, either directly or indirectly (e.g. hiring of a market research urgency) in order to provide information for marketing decision making. The specific objectives of the module are to: 1. Understand the central concepts of marketing research 2. Understand the methods of conducting marketing research 3. Understand the presentation and reporting of marketing research 4. Understand how to use marketing research to solve problems faced by the marketing manager 5. Equip managers to be able make informed inputs into their organizations' market research activities Learning Outcomes: The class is structured to provide the following key knowledge outcomes A Knowledge-based outcomes 1. Understand the marketing research process , the kinds of information it provides, and how it is used by marketing managers. 2. Understand the theory of concept/construct measurement in marketing research. 3. To gain a basic understanding of the use of data analysis softwares such as SPSS 4. Be able to distinguish between qualitative and quantitative research.
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