Μαθήματα

ABSM203: Έρευνα Μάρκετινγκ και Πληροφορικά Συστήματα

Course Contents 1. Introduction to marketing Research What is Marketing Research? The Marketing Information System 2. The Marketing Research Process The Marketing Research Process (An Eleven-step process) 3. The Marketing Research Industry Ethics and Marketing Research 4. Defining the problem and determining Research Objectives Establishing the need for Marketing Research Define the Problem 5. Research Design Research Design: Exploratory, Descriptive, and Causal Research 6. Using secondary data and on-line information Advantages / Disadvantages of Secondary data 7. Observation, Focus groups, and other Qualitative methods Focus Groups 8. Survey Data-Collection Methods Advantages of surveys. 9. Understanding Measurement in marketing Research Basic Question-Response Formats Levels of Measurement Scales 10. Designing the Questionnaire The Questionnaire Development Process 11. Selecting and Determining sample size Basic concepts in Samples and Sampling Sample size 12. Data Collection in the Field, Non-response Error, and Questionnaire Screening Non-sampling Error in Marketing Research Data Collection Errors 13. Generating descriptive and inferential statistics SPSS Learning Outcomes of the course unit By the end of the course, the students should be able to: 1 . Identify the importance of information systems in assisting the marketing planning process. 2 . Understand the ways in which information is generated and utilised by modern companies. 3 . Identify the 11 marketing research steps. 4 . Outline the various research methods. 5 . Employ the various research methods and tools to different marketing research situations.
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Μαθήματα

ABSM203: Έρευνα Μάρκετινγκ και Πληροφορικά

Συστήματα

Course Contents 1. Introduction to marketing Research What is Marketing Research? The Marketing Information System 2. The Marketing Research Process The Marketing Research Process (An Eleven-step process) 3. The Marketing Research Industry Ethics and Marketing Research 4.     Defining     the     problem     and     determining     Research Objectives Establishing the need for Marketing Research Define the Problem 5. Research Design Research    Design:    Exploratory,    Descriptive,    and    Causal Research 6. Using secondary data and on-line information Advantages / Disadvantages of Secondary data 7.     Observation,     Focus     groups,     and     other     Qualitative methods Focus Groups 8. Survey Data-Collection Methods Advantages of surveys. 9. Understanding Measurement in marketing Research Basic Question-Response Formats Levels of Measurement Scales 10. Designing the Questionnaire The Questionnaire Development Process 11. Selecting and Determining sample size Basic concepts in Samples and Sampling Sample size 12.   Data   Collection   in   the   Field,   Non-response   Error,   and Questionnaire Screening Non-sampling Error in Marketing Research Data Collection Errors 13. Generating descriptive and inferential statistics SPSS Learning Outcomes of the course unit By the end of the course, the students should be able to: 1 . Identify     the     importance     of     information     systems     in assisting the marketing planning process. 2 . Understand   the   ways   in   which   information   is   generated and utilised by modern companies. 3 . Identify the 11 marketing research steps. 4 . Outline the various research methods. 5 . Employ    the    various    research    methods    and    tools    to different marketing research situations.