Course
| code | EA326 |
| credit_hours | 3 |
| title | Marketing Research |
| arbic title | بØوث 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
|