国际经济与贸易专业英文教学大纲--Syllabus-of-Market-Research

Syllabus ofMarket ResearchCourseCode:MRK4001ETotal TeachingHours:48Total Credits:3Course DescriptionThiscourse offersknowledge ofmarketing researchfrom boththeoretical pointof viewandmethodological pointof view.It helpsstudents tounderstand thebasis ofmarketing research,marketingresearch industry,marketing researchprocess,research designing,data collecting,questionnairedesigning,and resultspresenting.Required Textsand MaterialsBasicMarketing Research:Using MicrosoftExcel DataAnalysis,2nd Edition,Alvin C.Burns andRonaldF.Bush.Course ScheduleWeekTopics Chapter/Section1Introduction tothe course;2,3Introducing MarketingResearch Chapter1,24Designing YourQuestionnaire Chapter9Steps in the MarketingResearch processIncluding5,6,7Chapter3Defining theProblem andResearch Objectives8,9Research DesignChapter410,11Chapter5Accessing SecondaryData andOnline InformationDatabases12,13Standardized InformationSources Chapter614,15Deciding onYour SurveyData CollectionMethod Chapter716Presenting theResearch ResultsChapter15Grading1,Group research20%2,Group in-class discussion20%3,Class Participation10%4,Final Exam50%The gradeswill beassigned asfollows:90-100A80-89B70-79C60-69D0-59FAssessmentsGroup research-The purposeof groupresearch isto providestudents theopportunity todo anentiremarket research,from topicselection,questionnaire designing,face-to-face interviewing,and dataanalysis.Students arealso asked to makea briefpresentation on the researchand result.Group in-class casediscussion-After eachchapter,students areasked toread casesand workout answerstoeach question.All groupsare involvedinthediscussion.Final Exam-The finalexam willbe givenat endof thesemester.The examduration isabout2hours.Thefinal examswill focusonthetext,lectures andpresentations.It willconsist ofmultiple choices,true/false,and openquestions.Class AttendanceAttendanceis mandatory.For anyreasons studentsare notable toattend the course ontime orhave toleaveearly,they areaskedtoget leavingpermit beforethecoursevia emailor message.Class PreparationItis stronglyrecommended toread relatedmaterials beforecourse.Especially,before presentationsstudentsshould spendsufficient timeon collectingmaterial anddiscussing withclassmates andgroupmembers.。