MKT 203

بحوث التسويقObjective:
 
The most important objective of this course is to make students understand the concept of Marketing Research. In addition, at the end of the course, students will develop skills based on comprehension of marketing research from both a decision-making (user) orientation and a researcher orientation. This course will also help students to:

• Translate a marketing problem into a feasible research question.
• Be aware of the many sources of marketing information and the various means of gathering such information.
• Develop a general understanding data analysis techniques (i.e., should be able to decide which technique is appropriate and understand the managerial implications of analytical results).
• Be able to design and execute a basic survey research project.

 
Text Book and References:

Reference Books	Author / Publication
Essentials of Marketing Research, 6th ed. - 2016	Babin, B. J. and Zikmund, W. G. / South-Western: Cengage Learning.
Marketing Research 5e -      2013	Naresh K. Malhotra /  Prentice Hall
Marketing Research  9e	David A Aaker, V Kumar and George S Day          /  John Wiley & Sons, NY

 
Course Description:
 
The course will enable students to learn fundamental concepts in Marketing Research (MR). Data sourcing and collection being the major task of MR, students can get to know types of data sources, data collection methods and instruments. The heart of the MR is Methodology, which equips with methods and designs to plan and implement and conduct successful experiments in the social sciences area. The Analysis part deals with tools to tabulate and process the data. Finally, it will enlighten them of how the MR process should be organized in an understandable report format.