Assignment information
Topical outline
The following represents the general sequence of the coverage
of topics. In order to leave sufficient time to devote to
the research project, we will cover most of this material
three to four weeks before the end of the semester.
Consider this to be a standing assignment and study at least
one chapter ahead of in-class lectures and discussions. As
the semester progresses, we may have a better idea about the
timetable of events.
The first few chapters are fairly general and we will cover
them reasonably fast. So, as your first reading assignment,
read chapters 1-4 before the second meeting of the semester.
You may want to print a copy of the slides that I will use
in class. It may help in following the lecture and note taking.
Follow the link labeled "slides for printing" after the chapter
numbers which will display the printable presentation slides
in Adobe Acrobat format. To view or print these, you need
to have the Acrobat viewer installed on your computer. In
the computer labs, this application is already installed. Note that these links
will open a new page and display the new content in it. When
you are done with these windows, simply close them to return
to this page.
- Course explanation
- Introductory concepts (Ch. 1 slides
for printing)
- Marketing research
- The marketing concept
- Decision making and the need for information
- Information systems, technology for marketing and research
(Ch. 2 slides
for printing)
- Research process (Ch. 3 slides
for printing)
- Types of research
- Stages in marketing research
- The research proposal
- Organizing for marketing research, the research industry
and ethical issues (Ch. 4 slides
for printing)
- Exploratory research (Ch. 5 slides
for printing)
- Reasons for conducting it
- Methods
- Data types, secondary data (Ch. 6 slides
for printing).
- Purposes
- Sources of secondary data
- Survey research (Ch. 7 slides
for printing)
- Sources of errors
- Types and tools
- Observation (Ch. 8 slides
for printing)
- Nature of observation
- Types and tools
- Experiments (Ch. 9 slides
for printing)
- The concept of experimentation
- Types of experiments
- Experimental validity
- Types and tools
- Measurement (Ch. 10 slides
for printing)
- General concepts
- Measurement scales
- Attitude measurement (slides
for printing)
- Rating and ranking scales
- The survey instrument (Ch. 11 slides
for printing)
- Wording
- Structuring
- Sequencing
- Layout
- Design sample (Ch. 12 slides
for printing)
- General concepts
- Probability sampling
- Nonprobability sampling
- Determinants of sampling method
- Establish the sample size (Ch. 13 slides
for printing)
- Statistical concepts
- Population vs. sample, Statistic vs. parameter, Reasons
for sampling
- Determining sample size
- SPSS training in the lab
- Analytical tools (Chs. 14-15)
- Reporting research findings (Ch. 16)
- Written report, format and content
- Oral presentation
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