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Syllabus of Marketing Research Methods

Syllabus of Marketing Research Methods. Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 7 September 2014. Dr.Yu Hongyan Office: M504 Email yhongy@mail.sysu.edu.cn Phone :84112922 Teaching Assistant Zhen Daowu. Dr. Wu Chengguang Office: N643 Email: wuchgengguang@gmail.com.

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Syllabus of Marketing Research Methods

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  1. Syllabus of Marketing Research Methods Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 7 September 2014

  2. Dr.Yu Hongyan Office: M504 Email yhongy@mail.sysu.edu.cn Phone :84112922 Teaching Assistant Zhen Daowu Dr. Wu Chengguang Office: N643 Email: wuchgengguang@gmail.com Lecturer Class Room: A105 East campus Time: 7:00pm-9:35pm on Monday 2

  3. Textbook and Reference Textbook Burns, Alvin C. and Ronald F. Bush, Marketing Research, 6th Edition. Prentice-Hall, Inc., 2010. SPSS (Statistical Package for the Social Sciences).   Webstie: http://www.yuhongyan.cn 3

  4. Objectives Fundamentals of marketing research Prerequisites Principles of Marketing and Business Statistics Basic concepts and tools of marketing research Understandand apply the research process How to formulate research problems How to design a research project How to analyze research results How to write these results in a research report 4

  5. Objectives • Skill • Ability to analyze a case situation and determine the problem/s and research objective/s • Determine the appropriate sample plan and sample size for a given case situation • Demonstrate appropriate data analysis skills necessary to achieve stated research objectives

  6. Teaching Methods 6 Lectures according the textbook Interaction and discussion Project team in research Working with SPSS on your PC Induvidial Assignment

  7. Requirement Participation actively Hand assignment and finish project on time Keep your electronoic file You are welcome to be late but you have to sing a song 7

  8. Grading Mini Test 20% Individual Assignment（1-4） 30% Team Project 40% Participating 10% Team Project by research fields 8

  9. Grouping

  10. Question and Answer

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