Christopher K. Bart Michael G. DeGroote School of Business, McMaster University, Hamilton, Ontario, Canada, L8S-4M4 bactck@mcmaster.ca

Manufacturers must accurately understand user needs in order to develop successful products – but the task is becoming steadily more difficult as user needs change more rapidly, and as firms increasingly seek to serve “markets of one.” User toolkits for innovation allow manufacturers to actually abandon their attempts to understand user needs in detail in […]

Xuyên suốt cuốn sách là bảy chủ đề cơ bản để từ đó tổng hợp lên một khuôn khổ thống nhất. Đối với các học viên, kỹ sư hoặc nhà quản lý, mục tiêu chính là ứng dụng các khái niệm về đổi mới để giải quyết các vấn đề thực tiễn.  Nội dung sách […]

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 […]