FEP Market Research

PROGRAM

Ana Brochado 1

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• Overview– This course is designed to teach students the fundamentals of the

research process including:• when marketing research is needed;• how to plan marketing research;• how to get data;• how to analyse data;• how to present research results.

• Goals:– To provide students with fluency in the language of marketing research.– To give students practice in performing a marketing research project.– To teach students how to use the statistical program – SPSS – to

analyse marketing data. • Methodology:

– Lectures.– Case studies analysis.– Sample size determination with excel functions.– Marketing data analyses with SPSS.

FEP Market Research

PROGRAM

Ana Brochado 2

• Grading Policy:– Grades are based on:

• Exam (50%)• Group project (50%)

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• Group formation: 2 students• Deadlines:

• Research Proposal – The research proposal consists of two parts:

• the definition of the research problem and clarification of research objectives;

• the exploratory research design.– Due: 1-Nov

• Research Report– The research report includes:

• the definition of the research problem and clarification of research objectives;

• the exploratory research design;• the questionnaire design;• the questionnaire coding (SPSS file)

• the proposed research methodology including type and number of data collection activities and the proposed sample plan.

– Due: 17-Dec

FEP Market Research

PROGRAM

Ana Brochado 3

• Part 1: An Introduction to Marketing Research– The Marketing Research Role in Marketing Management– The Marketing Research Business– The Marketing Research Process

• Part 2: Determine Research Design and Data Sources– Data Sources– Data Collection: Exploratory Research– Survey Data Collection Methods

• Part 3 Develop The Data Collection Procedure– The Measurement Process– Attitude Measurement– Questionnaire Design

• Part 5 Developing The Sample Plan– Basic Sampling Issues– Sampling Methods– Sample Size Determination

• Part 6 Data Analysis and Reporting Research Findings– Data Processing– Univariate Data Analysis (with SPSS)– Bivariate Data Analysis (with SPSS)

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• Textbook– Malhotra, Naresh K. (2003). Marketing Research:

An Applied Orientation with SPSS, Fourth Edition. Publisher: Prentice Hall.

FEP Market Research

PROGRAM

Ana Brochado 4

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October

M 11 18 25

W 6 13 20 27

November

M 1 8 15 22 29

W 3 10 17 24

December

M 6 13

W 1 8 15

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Labs

•Part 1: An Introduction to Marketing Research

–The Marketing Research Role in Marketing Management

–The Marketing Research Business

–The Marketing Research Process

•Part 2: Determine Research Design and Data Sources

–Data Sources 13-Oct

–Data Collection: Exploratory Research 18-Oct

–Survey Data Collection Methods 20-Oct

•Part 3 Develop The Data Collection Procedure

–The Measurement Process 25-Oct

–Attitude Measurement 27-Oct

–Questionnaire Design 1-Nov

•Part 5 Developing The Sample Plan

–Basic Sampling Issues 03-Nov

–Sampling Methods 08-Nov 10-Nov

–Sample Size Determination 15-Nov 17-Nov

•Part 6 Data Analysis and Reporting Research Findings

–Data Processing 22-Nov 24-Nov

–Univariate Data Analysis (with SPSS) 29-Nov 6-Dec

–Bivariate Data Analysis (with SPSS) 13-Dec 15-Dec

06-Oct 11-Oct