Joseph F., Jr. Hair, Mary F. Wolfinbarger, David J. Ortinau

Sinh viên và học viên nên tham khảo tài liệu này trước khi tham gia môn học. Nội dung học môn Nghiên cứu Marketing rất rộng và nhiều, đòi hỏi cả người học và người dạy đều phải làm việc một cách tích cực trong từng buổi học để có thể nắm bắt kịp toàn bộ nội […]

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 […]