国际经济与贸易专业英文教学大纲--Syllabus-of-Market-Research.docx

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1、Sy11abusofMarketResearchCourseCode:MRK4001ETota1TeachingHours:48Tota1Credits:3CourseDescriptionThiscourseoffersknow1edgeofmarketingresearchfromboththeoretica1pointofviewandmethodo1ogica1pointofview.Ithe1psstudentstounderstandthebasisofmarketingresearch,marketingresearchindustry,marketingresearchproc

2、ess,researchdesigning,dataco11ecting,questionnairedesigning,andresu1tspresenting.RequiredTextsandMateria1sBasicMarketingResearch:UsingMicrosoftExce1DataAna1ysis,2ndEdition,A1vinC.BumsandRona1dF.Bush.CourseSchedu1eWeekTopicsChapter/Section1Introductiontothecourse;2,3IntroducingMarketingResearchChapte

3、r1,24DesigningYourQuestionnaireChapter95,6,7StepsintheMarketingResearchprocessInc1udingDefiningtheProb1emandResearchObjectivesChapter38,9ResearchDesignChapter410,11AccessingSecondaryDataandOn1ineInformationDatabasesChapter512,13StandardizedInformationSourcesChapter614,15DecidingonYourSurveyDataCo11e

4、ctionMethodChapter716PresentingtheResearchResu1tsChapter15Grading20%20%10%50%1, Groupresearch2, Groupin-c1assdiscussion3, C1assParticipation4, Fina1ExamThegradeswi11beassignedasfo11ows:90-100A80-89B70-7960-690-59FAssessmentsGroupresearch-Thepurposeofgroupresearchistoprovidestudentstheopportunitytodo

5、anentiremarketresearch,fromtopicse1ection,questionnairedesigning,face-to-faceinterviewing,anddataana1ysis.Studentsarea1soaskedtomakeabriefpresentationontheresearchandresu1t.Groupin-c1asscasediscussion-Aftereachchapter,studentsareaskedtoreadcasesandworkoutanswerstoeachquestion.A11groupsareinvo1vedint

6、hediscussion.Fina1Exam-Thefina1examwi11begivenatendofthesemester.Theexamdurationisabout2hours.Thefina1examswi11focusonthetext,1ecturesandpresentations.Itwi11consistofmu1tip1echoices,true/fa1se,andopenquestions.C1assAttendanceAttendanceismandatory.Foranyreasonsstudentsarenotab1etoattendthecourseontimeorhaveto1eaveear1y,theyareaskedtoget1eavingpermitbeforethecourseviaemai1ormessage.C1assPreparationItisstrong1yrecommendedtoreadre1atedmateria1sbeforecourse.Especia11y,beforepresentationsstudentsshou1dspendsufficienttimeonco11ectingmateria1anddiscussingwithc1assmatesandgroupmembers.