Bài giảng này cung cấp cho người học kiến thức tổng quan về Product Concept. Bao gồm: Product Concept là gì, các bước để tạo ra Product Concept, cần đảm bảo tiêu chí/yêu cầu nào. Hoàn thành bài học, người học có thể xây dựng một Product Concept hoàn chỉnh cho sản phẩm mới của […]

Sáng ngày 01/12/2017, tại phòng A204 Trường Đại học Kinh tế TP. Hồ Chí Minh, đã diễn ra Lễ ký kết hợp tác giữa công ty Buzzmetrics và Khoa Kinh doanh Quốc tế – Marketing, trường Đại học Kinh tếTP.HCM về Chương trình hợp tác “Đào tạo – Nghiên cứu – Hướng nghiệp” cho sinh […]

Learning Objectives • Describe the impact marketing research has on marketing decision making • Demonstrate how marketing research fits into the marketing planning process • Provide examples of marketing research studies • Understand the scope and focus of the marketing research industry

Learning Objectives • Describe the major environmental factors influencing marketing research • Discuss the research process and explain the various steps • Distinguish between exploratory, descriptive, and causal research designs • Identify and explain the major components of a research proposal

Learning objectives: Understand the nature and role of secondary data. Describe how to conduct a literature review. Identify sources of internal and external secondary data.

Learning objectives: Identify the major differences between qualitative and quantitative research. Understand in-depth interviewing and focus groups as questioning techniques. Define focus groups and explain how to conduct them. Explain other qualitative data collection methods such as ethnography, case studies, netnography, projective techniques, and the ZMET. Discuss observation methods and explain how they are used […]

Learning objectives: Explain the purpose and advantages of survey research designs Describe the types of survey methods Discuss the factors influencing the choice of survey methods Explain experiments and the types of variables used in causal designs.

Learning objectives: Explain the role of sampling in the research process Distinguish between probability and nonprobability sampling Understand the factors to consider when determining sample size Understand the steps in developing a sampling plan