code EA326
credit_hours 3
title Marketing Research
arbic title بحوث التسويق
prequisites A222,A315,A316
credit hours 3
Description/Outcomes The aim of this intensive course is to familiarize students with basic applications of research in marketing. The course shall expose students to the marketing research process through real case applications, examples as well as theory. Furthermore, this course allows students to understand fundamentals that allow them to become researchers and intelligent users of research.
arabic Description/Outcomes
objectives The course comprises:rn-Research Design formulationrn-Data Collection preparation, analysis and reportingrn-Real Life cases related to each topic covered
arabic objectives
ref. books
arabic ref. books
textbook Marketing Research: An applied orientation, Naresh K. Malhotra, fifth edition, 2007- Pearson Prentice Hall
arabic textbook
objective set combined
content set combined
Course Content
content serial Description
1 Introduction to marketing Research
2 Defining the marketing research problem and developing an approach
3 Research Design formulation
4 Exploratory research design (Secondary data)
5 Exploratory Research design(Secondary data) continued
6 Exploratory Research design qualitative research
7 7th week exam
8 Descriptive research design (Survey and observation)
9 Measurement and scaling Comparative
10 Measurement and scaling ComparativernContinuedrn
11 Measurement and scaling non Comparative
12 12th week exam
13 Sampling design and procedures
14 Questionnaire preparation
15 Questionnaire preparation continued
16 Project preparation and presentation