MBA Online

Marketing Research

Informed decisions require the analysis of data regarding the environment and its interaction with company decisions. Marketing Research is designed to give students knowledge of the variety of research techniques available, along with their strengths, weaknesses and primary applications. Techniques include gathering secondary data, qualitative research techniques, sampling procedures, survey design, experimental design, basic descriptive statistics, regression, factor analysis, conjoint analysis and other advanced data analysis techniques. For many of these techniques, students gather and analyze data, thus moving beyond simple knowledge of marketing research to a true appreciation of its capabilities and limitations.

This course is supported by economics, behavioral science and modern theory of management. As a function of management, it will help to identify the requirement and appetency of the customer, to select the target market that the corporation will serve, and to design the proper product, service, price, channel and means of promotion in order to meet the demand of the market.

The course consists of 6 sections.

In the first section, we introduce the evolvement and the latest trends of marketing.

In the second section, we want to let the students experience the art of modeling in marketing. Without using those complicated models, we choose the useful tools which can help the supervisor to make decisions.

The third section contains some applied marketing research technology, including the ways and means of survey and sales expanding model.

Then in the fourth section, the students will be asked to grasp the theory and methods of marketing, from marketing research to other management knowledge.

The fifth section focus on the marketing strategy and marketing mix in the times of information.

And we also prepared some case studies for the students in the last section.