Course Name	Marketing Research
Credits	3 credits
Professor(s)	Name	Saebum Kim
	Department	Dept. of Business Administration

COURSE DESCRIPTION

Course Objectives

The emphasis in this class is on the "construction of understanding"; with the help and support of an instructor. The teaching format is experiential learning. The student is expected to actively attempt to learn through doing rather than simply being taught.

At the conclusion of the course each student should have developed skills based on comprehension of marketing research from both a decision-making (user) orientation and a research orientation. Specifically, the student should be able to:

State the information needed for marketing problem solving in the form of a research problem statement.

Specify the different sources from which the marketing information needed may be derived.

Propose and design appropriate activities for acquiring that information.

Execute correct methods of data collection.

Conduct appropriate statistical analysis on questionnaire data.

Write a formal report and make an oral presentation of the results of a marketing research project.

Evaluate the appropriateness, efficiency, and usefulness of marketing research projects and proposals prepared by other people.

Explain the role of marketing research in generating information in various marketing decision making situations.

Class Participation:

Active class participation is essential to the full development of your knowledge of marketing research. It is therefore important that students remain up-to-date on reading assignments. Class participation in discussions of current events and class subject matter is encouraged at all class meetings.

MAIN TEXTBOOK and FURTHER READINGS

Marketing Research 4th, Malhotra, Prentice Hall, 2004

SPSS 12.0, Hak-sik Lee, Bupmunsa, 2005

Marketing Research, Hak-sik Lee, Bupmunsa, 2005

ASSIGNMENTS AND GRADING

Assignments: Term Project:

A term project involving the development, administration, and analysis of a questionnaire is required for this class. Students will work in teams for the design, administration, and data processing of the questionnaire. Each team will prepare a final report detailing the analysis of the findings of their research. The final report prepared for the project will be retained by the instructor for reference by students in future classes.

Grading Scheme:

Exams (2) 60 points
Assignments 30 points
Class Contribution 10 points
Total Points 100

Your class contribution grade is based on your professor's evaluation of: Class attendance, contribution to class discussions, teamwork in groups, and professionalism.

COURSE SCHEDULE

Course Outline

1 Week: Orientation to Marketing Research and Marketing Management

2 Week: SPSS Package & Marketing Research

3 Week: Marketing Research Type and Casual Relationship

4 Week: Measurement and Questionnaire

5 Week: Development of scales

6 Week: Data Collection

7 Week: Sampling Design and Probability Sampling

8 Week: Descriptive Statistics

9 Week: t test, Chi Square test

10 Week: Analysis of Variance

11 Week: Correlation and Regression Analysis

12 Week: Factor Analysis and Discriminant Analysis

13 Week: Cluster Analysis and Multi-dimensional Scaling

14 Week: Conjoint Analysis and Group Presentation

15 Week: Group Presentation and Feedback

CONTACT DETAILS

Tel: 751-5736; e-mail: sbumkim@gnu.ac.kr