Page 59 - PROSPECTUS FEA IT 17-18

◄Faculty of Economics and Administration►

Assessment Continuous Assessment: 50%
Final Examination: 50%
Main Reference (1) United Nations, Household Sample Surveys in
Developing and Transition Countries, Series F, No. 96,
Department of Economics and Social Affairs, Statistics
Division, UN, New York, 2005.
(2) Earl Babbie, The Practice of Social Research, 12
th
edition, Wadsworth/Thompson Learning, 2010.
th
(3) W. Lawrence Neuman, Social Research Methods, 4
edition, Allyn and Bacon, 2000.
th
(4) Zikmund, W.G., Business Research Methods, 6 edition,
The Dryden Press, 2004.
(5) Scheaffer, R.L., Mendenhall, W. and Ott, L., Elementary
th
Survey Sampling, 5 edition, Duxbury Press, 2007.
(6) Tryfos, P., Sampling Methods for Applied Research,
John Wiley & Sons Inc., 1996.
(7) US Bureau of the Census. 2006. Training Manual on
Sample Design for Surveys (uploaded in Spectrum)
(8) United Nations. 2005. Designing Household Survey
Samples: Practical Guidelines (uploaded in Spectrum

EQC 7012 MARKETING RESEARCH TECHNIQUES

Learning Outcomes At the end of the course, students are able to:
(1) Explain the importance of marketing research;
(2) Apply the appropriate techniques to solve problems
related to marketing
(3) Evaluate the research results for decision making in
marketing; and
(4) Communicate the findings effectively.

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 References : (1) Malhotra, N. 2010, Marketing Research: An Applied
th
Orientation, 6 Edition, Prentice Hall.
(2) Zikmund, W.G. & Babin, B.J. 2010, Exploring Marketing
Research, South-Western College Publication.
(3) Churchill, G.A. & Iacobucci , D. 2010, Marketing
Research Methodological Foundations (with Infotrac),
10th Edition, South-Western College Publication.

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