syllabus_Lei_Wang_fall_2011_Under - Marketing Research Fall...

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Marketing Research Fall 2011 Professor Lei Wang Class meetings: Thursdays 6:40pm-9:30pm, LSH -A137 Office: Rm 224, Levin Email: Phone: 973-353-1605 Fax: 973-353-1325 Office hours: Thursdays 5:00-6:20 pm or by appointment This syllabus is subject to change. Revisions will be announced in class and posted on Blackboard. NATURE AND PURPOSE OF COURSE The general objective of this course is to provide a fundamental understanding of marketing research methods as employed by well managed firms and proposed by leading researchers in academia. The techniques of research design, data collection and data analysis occupy an important role in marketing. This course focuses on systematic information gathering and analysis in making marketing decisions. The aim is to develop an appreciation for the potential contributions and limitations of marketing research. The emphasis of the course will therefore be on the interpretation and application of the results for use in making real life marketing decisions, with less focus on the mathematical and statistical properties of the techniques used to produce these results. Marketing research is simply an organized way of developing and providing information for decision- making purposes. The quality of the information, for example its validity and reliability, depends on the care exercised in executing the various steps of the marketing research process. The steps include problem definition, research design (exploratory, descriptive and causal), data collection methods, questionnaire design and attitude measurement, and data analysis. Emphasis will be given to both qualitative and quantitative aspects of marketing research and how they help managers in addressing substantive marketing problems such as: market segmentation, forecasting market demand, and developing advertising and pricing policies.
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syllabus_Lei_Wang_fall_2011_Under - Marketing Research Fall...

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