The course of Marketing Research is hosted by faculty of business and opened to undergraduate students in business and management domains. This course will offer both theoretical and practical perspectives in addressing many of the marketing activities ranging from research plan design, research method selection, survey questionnaire design, sampling plan design, data sorting, data analysis and research results description. 

This course focuses on training students to analyze, explore and solve problems with hands-on practical techniques including empirical research design, sampling, statistical analysis and outcome interpretation etc in conducting marketing research. The course is organized into 14 sessions inclusive of lectures, individual assignment, group discussions, presentation and paper-based final exam. Overall, through the study of this course, students can gradually get access to the basic logics of marketing research process and latest techniques applied in marketing research projects.

Upon completion of this unit, students will be able to: 

1. Understand the process of marketing research and its application

2. Manipulate marketing research in approaches such as survey, experiment and interview

3. Compose integrated research proposal that involves research motivation, proposed questions, questionnaire design, sampling, data collection &analysis, and results illustration.

I. Required Textbook

美 小卡爾 邁克丹尼爾 羅傑 蓋茲著 范秀成等譯 . 當代市場調研 第 10 版. 北京: 機械工業出版社 , 2018

II. Recommended Readings

1. Exploring Marketing Research (2016), Babin, B., &Zirkmund, W. 11th Edition, Cengage Learning, ISBN 978-1-305-26380-2

2. 蒋萍 金鈺 市場調查（第 3 版） ）. 北京：上海人民出版社， 2018

3. 陸軍，梅清豪 . 市場調研（第三版） 北京：電子工業出版社 ,2012

4. 美 帕拉蘇拉曼等著 王佳芥等譯 市場調研 第 2 版 )). 北京 中國市場出版社 , 2009