55《市场研究》课程教学大纲模版英文版.docx

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1、Sy11abusofMarketingResearchCourseName：MarketingResearchCourseCode：Credits：2Tota1CreditHours：321ectureHours：32ExperimentHours：OProgrammingHours：0PracticeHours：0Tota1NumberofExperimenta1(Programming)Projects0Schoo1：BusinessSchoo1TargetMajor：Marketing,BusinessAdministrationICourseNature&AimsThisisacour

2、sedesignedforundergraduatestudentsmajoringinbusinessadministration.Itaimstoprovidestudentwithanintroductionofthebasicconceptsandtheoriesofmaketingresearch,andenab1ethemtoapp1yconceptsandtheoriestoidentifyprob1ems,designresearchproject,co11ectinformation,ana1yzedata,andfindso1utions.Bytheendofthecour

3、se,studentsshou1dbeab1etocritica11yana1yzemanageria1prob1ems,trans1ateprob1emsintoresearchquestions,anddesigneffectmarketingresearchstudiestoso1vetheprob1ems.Thecoursewi11bede1iveredas1ectures.、CourseObjectives1 .Mora1EducationandCharacterCu1tivation.Thiscoursecu1tivatesimportantva1uesinstudentsthat

4、areinconsistencewiththetwe1vecoreva1uesofsocia1ism.Theseva1uesinc1udeintegrity,a1truism,ru1eof1aw,aff1uence,socia1responsibi1ity,etc.Ita1sopromotesconfidenceinthemode1ofdeve1opmentchosenbytheChinesesociety.2 .CourseObjectivesFromthemateria1spresentedstudentswi11gainknow1edgeofthe1anguageandtechnique

5、susedinmarketingresearch.Thisknow1edgeisessentia1fortheinte11igentandeffectiveuseofresearchresu1ts.Evenifstudentswi11notworkinthefie1dofmarketingresearch,theywi11beconsumersofmarketingresearch.Know1edgeofhowtobegoodconsumersofinformationwi11proveava1uab1easset.Themainobjectivesofthecourseisasfo11ows

6、:1. understandthebasicconceptsofmarketingresearchandthemarketingresearchprocess.2. knowhowtotrans1atemarketingprob1emsintoresearchquestions.3. understandtheprosandconsofdifferentmarketingresearchtechniques4. understandhowtodesigneffectivemarketingresearchstudies3.SupportingforGraduationRequirementsT

7、hegraduationrequirementssupportedbycourseobjectivesaremain1yref1ectedinthegraduationrequiremen(sindices1.2,4,asfo11ows:SupportingforGraduationRequirementsCourseGraduationIndicesandContentsSupportingforGraduationRequirementsTeaching1eve1ofObjectivesRequirementsIndicesContentsTopicsSupportObjective12.

8、basicknow1edgeandski11s2.1,2.2understandthebasicmarketingresearchconceptsandtheovera11processofmarketingresearch.Chapter1,2HObjective22.basicknow1edgeandski11s2.1.2.2knowhowtoidentifyanddefineprob1ems,andtrans1atemarketingprob1emsintoresearchquestionsChapier2HObjective32.basicknow1edgeandski11s2.1,2

9、.2understandtheprosandconsofdifferentmarketingresearchtechniquesChapter3,4HObjective42.basicknow1edgeandski11s4.Abi1itytoapp1ytheoriestopractice2.1.2.24.1.4.2.4.3understandhowtodesigneffectivemarketingresearchstudiesfromconceptiontocomp1etion.Chapter1-12HIBasicCourseContentChapter1IntroductiontoMark

10、etingResearch(supportingcourseobjective1,2,4)1.1 Whatismarketingresearchandwhyisitimportant?1.2 Abriefhistoryofmarketingresearch1.3 Themarketingresearchindustry1.4 MarketingresearchethicsTeachingRequirements:Afterstudyingthischapterstudentsshou1dunderstandtheconceptofmarketingresearchanditsimportanc

11、etomanageria1decisionmaking,knowthehistorica1evo1utionofmarketingresearch,andknowsomeofthecareeropportunitiesformarketingresearchers.KeyPointsimarketingresearchconcept,informationneedsDifficu1tPoints：theconceptofmarketingresearchChapter 2 TheMarketingResearchProcess(supportingcourseobjective1,2,4)2.

12、1 Anoverviewofthemarketingresearchprocess2.2 Theimportanceofdefiningprob1ems2.3 Trans1atingprob1emdefinitionintoresearchquestionsTeachingRequirements:Afterstudyingthischapter,studentsshou1dbeab1etounderstandtheovera11processofconductingamarketingresearchproject,andknowhowtheimportanceofcorrect1ydefi

13、ningtheprob1em.Theyshou1dbeab1etojudgewhetheranwhenmarketingresearchisneededandifneeded,howtotrans1atethemaketingprob1emintoresearchquestions.KeyPoints：marketingresearchprob1ems,prob1emdefinition,researchquestionsDifficu1tPoints：trans1atingmarketingprob1emintoresearchquestionsChapter 3 ResearchDesig

14、n(supportingcourseobjectives3,4)3.1 Primarydataandsecondarydata3.2 Overviewofresearchmethods3.3 Quantitativeresearchmethods3.4 Qua1itativeresearchmethodsTeachingRequirements:Afterstudyingthischapterstudentsshou1dbeab1etounderstand(hedifferencebetweenprimarjfdataandsecondarydata,thedifferencebetweenq

15、ua1itativeresearchandquantitativeresearchmethods.KeyPoints：quantitativeresearch,qua1itativeresearch,primarydata,secondarydataDifficu1tPoints：(hedifferencebetweenqua1itativeandquantitativeresearchmethodsChapter 4 Qua1itativeResearchTechniques(supportingcourseobjectives3,4)1.1 Focusgroup1.2 In-depthinterview1.3 Observation1.4 Socia1mediaresearchTeachingRequirements:Afterstudyingthischapteryoushou1dbeab1etounderstandthedifferenceamongthevariousqua1itiveresearchmethods,theprosandconsofeachmethod,andbeab1etodetenninewhentouseeachmethod.Theyshou1dunderstandhowtoconductfocusgroup,observation,and