Marketing Research

TIẾNG VIỆT

Modules

Marketing Research

MARKETING RESEARCH

Course code: BUS1210

Course time: 03 credits

Prerequisites Course: Basic Marketing, Statistic, Adninistration, Ethics in business, Skills for communication

Lecturer in charge: MBA. Vo Thi Ngoc Trinh.

Textbooks:

Nguyen Van Dung (2010). Marketing Research. Lao Dong Publisher.

The document is based on reference of basic marketing research. Data, examples and real situation are collected from empirical data in the context of the world.

This Document has been published recently but it is welcomed by students with respect and excitement.

Course Reference:

1. Tom J.Brown, Oklahoma State University; Tracy A.Suter, Oklahoma State University; GilBert A.Churchill, University of Wisconsin (2014).Marketing Research, 8^th Edition. Cengage Learning.

2. Wiliam G.Zikmund, Oklahoma State University; Barry J.Babin, Louisiana Tech University (2010).Exploring Marketing Research, 10^th Edition. Cengage Learning.

3. Donald S. Tull and Del I. Hawkins.Marketing Research Measurement and Method, Fouth Edition.Macmillan Publishing Company & Collier Macmillan Publishers.

4. Hoàng Trọng & Chu Nguyễn Mộng Ngọc.Thống kê Ứng dụng trong kinh tế - xã hội. NXB Thống Kê.

5. Hoàng Trọng (2008), Thực hành SPSS for Windows, NXB Khoa học và Kỹ thuật.

6. Philip Graves (2011).Người Tiêu Dùng học.NXB Trẻ.

7. Nguyễn Đình Thọ, Nguyễn Thị Mai Trang (2007), Nghiên cứu Thị trường, Nhà xuất bản ĐHQG TP.HCM.

8. David, D. & Cosenza, R.M. (2000).Business Research for Decision Making, 5^th ed. London Duxbury Press.

COURSE GOALS

The course’s aim is to help students to achieve basic knowledge of Marketing Research in an organization, for example: When marketing research is essential, How to identify marketing issues, Identify marketing research issues, Defining a category of data collection, Identification of data sources, Identification of data collection techniques, Data collection, Data analysis and interpretation, Report writing, and Presentation of research results. In addition to the fundamental knowledge, marketing research also helps student to develop the ability to analyze and solve organizational problems to achieve two basic goals: increasing the efficiency of team work, and personal development.

At the end of this course, student's knowledge is evaluated according to the Marketing research course output standards, which are in the standard output of the Business Administration Faculty. Response levels are categorized on a scale of 6 levels of awareness of Benjamin S. Bloom (1956).

Course Desription

Managing of information is needed for company management. Therefore, most managers have to find objective and timely information to help them make right decisions about situations that they will encounter throughout their careers. As such, marketing research holds an important key to the success of any organization's marketing. This course is a great opportunity for students to learn about the planning process and to gather relevant, objective, accurate and timely information. Hence, students can understand the expectations and real demands of the target market. Then, it helps to make important decisions in marketing management such as customer segmentation, brand positioning, and building and development marketing strategies. Finally, for students, the marketing research course will be an introductory step to helping them decide their choice of career.

This course is not only for students who want to study and practice in marketing research, but for everyone who will be a marketing manager in every organization who needs to know how to evaluate the effectiveness of a marketing research project. With a full view of marketing research, managers will exploit effectively the information sources in business.

EXPECTED LEARNING OUTCOMES

CRITERIA	CODE	EXPECTED LEARNING OUTCOMES	CAPACITY
KNOWLEDGE	1.1.1.1.	Scientific methodology for solving economic and business problems.
KNOWLEDGE	1.1.3.1.	Knowledge and ability to systematically think and solve the organizational issues.
SKILLS	2.2.1.1.	Identify problems in management, production, business
	2.2.1.2.	Evaluate, analyze, synthesize and provide solutions
	2.2.2.4.	Research, knowledge explore, especially business issues
	2.2.3.1.	Systematically think when approaching issues in life and business
	2.2.3.3.	Organize and identify key elements in problem solving.
	2.2.5.2.	Persistence and flexibility in solving business problems.
	2.2.5.3.	Ethics, honesty and responsibility for work
	2.2.5.4.	Professional attitude when dealing with problem solving.
	2.3.1.2.	Establish an effective communication structure with partners
	2.3.1.5.	Absorb and critical think about the problem
	2.3.2.1.	Create independent working groups
	2.3.2.4.	Teamwork skills
attitudes	3.4.3.2.	Learn by self and update new knowledge

COURSE ASSESSMENT

ASSESSMENT TYPES		ASSESSMENT EVIDENCE	COURSE LEARNING OUTCOME	%
PROCESS (40%)	Group discussion/ presentation in specific case. Each group has 25 minutes for discussion/ presentation and interact with other critical groups in class.	40%
		Preparation of content according to division.	1.1.1.1., 1.1.3.1., 2.2.1.1., 2.2.1.2., 2.2.3.1., 2.2.3.3., 2.2.5.2., 2.2.5.3., 2.2.5.4., 2.3.1.2., 2.3.1.5., 2.3.2.1., 2.3.2.4., 3.4.3.2.	40%
		Presentation skills.	2.3.1.2., 2.3.1.5., 2.3.2.4.	20%
		Interaction.	1.1.1.1., 1.1.3.1., 2.2.1.1., 2.2.1.2., 2.2.2.4., 2.2.3.1., 2.2.3.3., 2.2.5.2., 2.2.5.3., 2.2.5.4., 2.3.1.2., 2.3.1.5., 2.3.2.4., 3.4.3.2.	20%
		Self-absorb knowledge	1.1.1.1., 1.1.3.1., 2.2.1.1., 2.2.1.2., 2.2.2.4., 2.2.3.1., 2.2.3.3., 2.2.5.2., 2.2.5.3., 2.2.5.4., 2.3.1.2., 2.3.1.5., 2.3.2.4., 3.4.3.2.	20%
MID-COURSE TEST (10%)	Multiple-choice test	10%
MID-COURSE TEST (10%)	Multiple-choice test	Understand the theoretical basis, systematically think, accumulate and update the knowledge.	1.1.1.1., 1.1.3.1., 2.2.1.1., 2.2.1.2., 2.2.3.1., 2.2.3.3., 2.2.5.2., 2.2.5.3., 2.2.5.4., 3.4.3.2.	100%
END-COURSE TEST (50%)	Essay test (75 minutes, 3 tasks for theory and practice. The question is one of the topics students discussed in class)	50%
		The level of knowledge and understanding of students. Systematize and apply knowledge to present and explain a specific subject matter of the course.	1.1.1.1., 1.1.3.1., 2.2.1.1., 2.2.1.2., 2.2.3.1., 2.2.3.3.,	50%
		Logical thinking, well reasoning, combining theory with reality.	1.1.1.1., 1.1.3.1., 2.2.1.1., 2.2.1.2., 2.2.2.4., 2.2.3.1., 2.2.3.3., 2.2.5.2., 2.2.5.3., 2.2.5.4.	30%
		Creativity, effective use knowledge to solve problems.	1.1.1.1., 1.1.3.1., 2.2.1.1., 2.2.1.2., 2.2.2.4., 2.2.3.1., 2.2.3.3., 2.2.5.2., 2.2.5.3., 2.2.5.4., 3.4.3.2.	20%