ANSWER TO TENDER AND DESIGN OF STUDY

Answer to Tender and Design of study

COURSE SYLLABUS

ANSWER TO TENDER AND DESIGN OF STUDY

I. Module Information:

Program Title: Postgraduate – Marketing Studies and Actions

Module Title: Answer to Tender and Design of study

Module Code:

Credit number:

Lecture: 10,5 hours

Pre-requisite(s): None

Other requirements: None

II. Lecturer Information:

III. Main aim(s) of the module

At the end of this module, students will be able to:

Understand the role and nature of marketing research
Develop a research design: research questions, sample, research plan
Design an interview guide, a survey questionnaire to collect data
Apply quantitative and qualitative analysis method for analyze collected data
Collect data and write research report

IV. Module’s description

This course helps students understand and grasp the knowledge necessary to design and implement a marketing research project, including: identifying and specifying the research subject, designing research projects, identifying data resources, research methods (qualitative and quantitative), techniques to gather information (design of interview guidelines, multiple choice questionnaires, measuring tools, sampling methods, etc.), data analysis (basic statistical measurement and analysis of quantitative data), reporting the results of research for marketing decision making.

V. Reading and resources for the module

Materials

Alvin C.Burns and Ronald F.Bush (2010), Marketing Research, 6e Edition, Prentice Hall

Recommended readings

Books and Articles:

Carl McDaniel Jr. and Roger Gates (2009), Marketing Research with SPSS, Wiley.
Anne E. Beall PhD (2010), Strategic Market Research: A Guide to Conducting Research that Drives Businesses, iUniverse Star Edition

VI. Teaching methods/strategies

The course is the combination of lecture hours and in-class discussions. Group study is an important class activity, thus students will be divided into groups at the first lecture, and all groups will be working together throughout the course.

VII. Evaluation