Marketing Research

Course Coordinator: Dr Tian Vane Ing, BBA, MPhil, PhD (CUHK)

Course Developer: Dr Tian Vane Ing, HKMU

Advisory prerequisite(s)
You are advised to have already studied BUS B170; or BUS B171 and either BUS B172 or BUS B272; or BUS B270; or BUS B273 and MKT B250.

Aims
This course aims to develop in learners a thorough understanding of: the marketing research process; research design; data collection and measurement; sampling design; and data analysis, interpretation, and presentation.

Contents
The course covers the following topics:

• The concept of marketing research
• Establishing the project's direction
• Obtaining secondary data
• Methods for obtaining primary data
• The role of sampling in research
• Selecting the sample
• Data collection
• Processing the collected data
• Analysis of data
• Interpretation and presentation of findings

Learning support
There will be five two-hour tutorials (one of the tutorials will be for SPSS software) and one two-hour surgery.

Assessment
There are two assignments and one examination. Students must use word processing software (such as Microsoft Word) to prepare the assignments, and submit the assignments via the Online Learning Environment (OLE).

Set book(s)
A custom textbook will be provided.