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Dr.
Boonghee Yoo, Professor of Marketing
DESCRIPTION:
Design
and implementation of market research investigations to help solve conceptual
and operational marketing problems. Topics include development of research proposals,
sources of primary and secondary data, questionnaire construction, sampling
considerations, application of statistical analysis including computer-based
techniques, and report writing.
PREREQUISITES: MKT 124 and QM 122.
REQUIRED TEXTS: MaDaniel and Gates, Marketing Research.
OBJECTIVES
AND METHODS OF ACHIEVING THE OBJECTIVES
The
primary objective of this course is to help you be a wise buyer and user of
marketing research and the secondary objective is to help you be a capable
marketing researcher. The course is designed to provide an introductory
conceptual framework for understanding theories and practices of marketing
research process. In particular, at the end of the semester,
·
You should be able to design,
conduct, analyze, interpret, and present marketing research to provide valuable
information for a particular marketing decision problem. Various projects from
the real world marketing problems are designed to help you build these
capabilities.
·
You should be able to
apply statistics and statistical software to analyze marketing data. Through
the course, SPSS will be run for various analytical tasks. SPSS is available in
the computers of the campus. But you are free to use other software such as Mini
Tab and SAS for your convenience. The statistical techniques you will learn and
apply in this course include descriptive statistics, t-tests, and ANOVA.
·
You should be able to
understand the role and importance of marketing research in decision making in
marketing.
TOPICS
The marketing research process
Research proposal
Exploratory research
Descriptive research
Causal research
Measurement
Questionnaire design
Hypothesis testing
SPSS
Descriptive statistics
Graphs
t-test
ANOVA
Chi-square test
Correlations
Regression