MKF2121 Week 01 Moodle \uff08\u65b0\uff09.pdf - Lecture1 MKF2121 Dr Junzhao(Jonathan)Ma 1 TodaysClass Unitbasics 2 Learningobjective Devel

MKF2121 Week 01 Moodle (新).pdf - Lecture1 MKF2121 Dr...

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Lecture 11MKF2121Marketing Research MethodsDr. Junzhao (Jonathan) Ma1Today’s ClassUnit basicsIntroduction to marketing researchA few words on the assessment tasks2Learning objectiveProvide a working knowledge of key concepts and methodsused in marketing researchDevelop a capability in formulating a theoretical frameworkfor a marketing problem/opportunityProvide an understanding of how to formulate a researchdesignDevelop an ability to apply SPSS statistical softwareDevelop an ability to interpret statistical output from amarketing perspective3
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Lecture 12The main goal of this unit will be to teach howto usesurvey methodto understandcustomerattitudes and behaviorsand theirrelationshipsExamples of customer attitudes: satisfaction, brandperception, loyalty, etcExamples of customer behavior: purchase frequency,spending per shopping trip, media viewing habits, etcMost marketing research is undertaken to better understandconsumer attitudes and behaviorCustomer survey is the most commonly used instrument toobtain measures of customer attitudes and behavior45The semester is organized around achieving thisgoal1.Formulate, develop and refineresearch questionsandhypothesis(week 1, 2 and 3)2.Design a survey to obtain quantitative measures of the keyideas/constructs(week 4, 6)3.Analyze data withSPSStoconfirm or reject the hypotheses(week 7, 8, 9, 10)Unit Schedule6Week ActivitiesAssessment0See extended schedule for lectures andtutorials on MoodleNo formal assessment or activitiesare undertaken in week 01Introduction. Marketing research processMini‐task 1 due2Planning for research3Secondary data methodsMini‐task 2 due4Questionnaire design, measurement andscalingMini‐task 3 due5Qualitative research methods. DescriptiveresearchNo class due to Easter break6SamplingMini‐task 4 due. Researchparticipation ‐ Study 17Intro to data analysis and SPSSMini‐task 5 due.Assignment 1 due.Research participation ‐ Study 28Hypothesis testing 1 ‐ test ofdifferencesMini‐task 6 due.9Hypothesis testing 2 ‐ test ofassociationMini‐task 7 due. Assignment 2 RQs(optional submission)10Hypothesis testing 3 ‐ linear regressionMini‐task 8 due. Researchparticipation ‐ Study 311Causal and Experimental ResearchMini‐task 9 due.Assignment 2 due.12Report preparation and Summary
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Lecture 13What differentiates this unit from most othermarketing units?It is scientific (in a social‐science kind of way)7What is the unit like?Need to be veryprecisewith your motion (statements)8What is the unit not like?9It isnota free expression of your opinion or individuality
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Lecture 14Why go through all these trouble?
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