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◄Faculty of Economics and Administration►

Synopsis of Course This course is designed to provide students with an
Contents understanding of the role of marketing research in business
organizations and to acquaint them with the methods used
to generate knowledge about marketing products and
services. This course covers primary data collection
methods such as focus groups, surveys and experiments.
Students will also learn both the associative (multiple
regression and analysis of variance) and advanced
associative statistical techniques (factor analysis and
clustering methods; multidimensional scaling and conjoint
analysis) from a practical perspective.

Assessment Continuous Assessment: 60%
Final Examination: 40%

Main Reference (1) Malhotra, N. 2006, Marketing Research: An Applied
th
Orientation and SPSS 14.0 Student CD, 4 Edition,
Prentice Hall.
(2) Zikmund, W.G. & Babin, B.J. 2006, Exploring Marketing
Research, South-Western College Publication.
(3) Churchill, G.A. & Iacobucci , D. 2004, Marketing
Research Methodological Foundations (with Infotrac), 9th
Edition, South-Western College Publication.
(4) Joseph H. H, Robert P. B & David J. O, 2002,
Marketing Research: Within A Changing Information
Environment, 2nd Edition, McGraw-Hill.

ESGC6322 OPERATIONS RESEARCH METHODS

Learning Outcomes At the end of the course, students are able to:

(1) Explain various methods in operations research and the
circumstances in which they may be applied;
(2) Design a variety of quantitative models in operations
research for decision making;
(3) Evaluate the possible solutions of complex problems;
(4) Use appropriate software to solve quantitative models;
and
(5) Communicate the findings effectively.

Synopsis of Course Operations Research, also referred to as Management
Contents Science, is a practical and scientific approach to problem
solving utilizing quantitative techniques. This course covers
several analytical methods including network analysis, linear
programming, project scheduling, decision analysis,
queuing theory and inventory control. These methods can
be used to analyse complex problems and improve decision
making processes in industry, business and the public
sector.

Assessment Continuous Assessment: 50%
Final Examination: 50%

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