HOLY CROSS OF DAVAO COLLEGE Sta. Ana Avenue, Davao City

Bachelor of Science in Business Administration (BSBA)

Major: Marketing Management

COURSE OUTLINE

Marketing Research

I. Course Number: MM 3 Credit: 3 units

II. Course Title: Marketing Research Pre-Requisite: MM1 & Math 8

III. Course Description:

This course deals with the study of planning, collection, and analysis of data relevant to marketing decision making and communicating the results of this analysis to management. It also deals with the function which the consumer, customer public to the marketer through information that is used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance and improve understanding of marketing as a process.

IV. Course Objectives:

At the end of the course, the student should be able to:

1. Conduct efficient and effective research that provides solution to marketing research objectives and marketing decisions.

2. Analyze the techniques used for efficient research objectives. 3. Explain various concepts and theories underlying the scientific method in conducting

marketing research. 4. Display genuine concern for all the people affected by the research process. 5. Internalize the values of nationalism, social responsibility, moral and intellectual

integrity and respect for the rights of others. 6. Develop appropriate values. 7. Apply logical thinking to form a new conclusion for better decision making. 8. Develop and defend a marketing research paper.

V. Course Outline No. of Hours

A. 13.5 hours 1. Overview of Marketing Research

a. Defining Marketing Research b. The Role of Marketing Research c. Types of Research d. Ethical Issues in the Conduct of Research e. Components of the Research Process

2. Development and Formulation of the Research Problem a. Identification and Selection of a Research Problem

b. Formulation and Articulation of the Research Problem c. The Review of Related Literature d. Significance of the Study e. Scope and Limitation of the Study f. Formulation of the Theoretical Framework

3. Designing a Research Methodology 13.5 hours a. Research Designs b. Methods of Data Collection c. Methods of Data Analysis d. Data Gathering

No. of Hours

4. Collection, Analysis and Interpretation of Data 13.5 hours a. Data Collection Method b. Data Analysis c. Data Presentation

5. Marketing Output Presentation 13.5 hours a. Importance of Research Proposal b. Components of Research Proposal

VI. References

A. Bibliography

Churchill, Gilbert A. et.al., (2012). Introduction to Marketing Research. 2012 First Philippine Edition, Cengage Learning Asia Pte. Ltd. Malhotra, Naresh K. (2012) Basic Marketing Research 4th Edition, Pearson Education, Inc., Prentice Hall Joseph F. Hair (2013) Essentials of Marketing Research 3rd Editiom, New York: Mc-Graw Hill Companies, Inc. Malhotra, Naresh K. (2007) Marketing Research: an applied orientation, Upper Saddle River, NJ: Pearson/ Prentice Hall B. Internet

The Market Research Process: 6 steps to success, retrieved from http://www.mymarketresearchmethods.com/the-market-research-process-6-steps-to-success/, retrieved on October 2011 Steps in the Marketing Research Process, retrieved from http://2012books.lardbucket.org/books/marketing-principles-v1.0/s13-02-steps-in-the-marketing-researc.html, retrieved on December 2009

How to do Market Research in 5 steps, retrieved from http://www.business.vic.gov.au/marketing-sales-and-online/increasing-sales-through-marketing/doing-market-research, retrieved on April 2010

VII. Course Requirements

A. Marketing Research Paper

VIII. Grading System

Midterm Grade Tentative Final Grade Prelim Examination 25% Semi-final Examination 25% Midterm Examination 25% Final Examination 25% Class Standing 50% Class Standing 50% Total 100% Total 100% Midterm Grade + Tentative Final Grade Final Grade = 2