Bachelor of Science in Business Administration (BSBA)
Major: Marketing Management
COURSE OUTLINE
Marketing Research
I. Course Number:
MM 3
Credit:
3 units
II. Course Title:
Marketing Research
Pre-‐Requisite:
MM1 & Math 8
III. Course Description:
This course deals with the study of planning, collection, and analysis of data relevant to
marketing decision making and communicating the results of this analysis to management. It also
deals with the function which the consumer, customer public to the marketer through information
that is used to identify and define marketing opportunities and problems; generate, refine and
evaluate marketing actions; monitor marketing performance and improve understanding of
marketing as a process.
IV. Course Objectives:
At the end of the course, the student should be able to:
1. Conduct efficient and effective research that provides solution to marketing research
objectives and marketing decisions.
2. Analyze the techniques used for efficient research objectives.
3. Explain various concepts and theories underlying the scientific method in conducting
marketing research.
4. Display genuine concern for all the people affected by the research process.
5. Internalize the values of nationalism, social responsibility, moral and intellectual
integrity and respect for the rights of others.
6. Develop appropriate values.
7. Apply logical thinking to form a new conclusion for better decision making.
8. Develop and defend a marketing research paper.
V. Course Outline
No. of Hours
A.
13.5 hours
1. Overview of Marketing Research
a. Defining Marketing Research
b. The Role of Marketing Research
c. Types of Research
d. Ethical Issues in the Conduct of Research
e. Components of the Research Process
2. Development and Formulation of the Research Problem
a. Identification and Selection of a Research Problem
b. Formulation and Articulation of the Research Problem
c. The Review of Related Literature
d. Significance of the Study
e. Scope and Limitation of the Study
f. Formulation of the Theoretical Framework
3. Designing a Research Methodology
a. Research Designs
b. Methods of Data Collection
c. Methods of Data Analysis
d. Data Gathering
13.5 hours
No. of Hours
13.5 hours
13.5 hours
4. Collection, Analysis and Interpretation of Data
a. Data Collection Method
b. Data Analysis
c. Data Presentation
5. Marketing Output Presentation
a. Importance of Research Proposal
b. Components of Research Proposal
VI.
References
A. Bibliography
Churchill, Gilbert A. et.al., (2012). Introduction to Marketing Research. 2012 First Philippine
Edition, Cengage Learning Asia Pte. Ltd.
Malhotra, Naresh K. (2012) Basic Marketing Research 4th Edition, Pearson Education, Inc.,
Prentice Hall
Joseph F. Hair (2013) Essentials of Marketing Research 3rd Editiom, New York: Mc-‐Graw Hill
Companies, Inc.
Malhotra, Naresh K. (2007) Marketing Research: an applied orientation, Upper Saddle River,
NJ: Pearson/ Prentice Hall
B. Internet
The Market Research Process: 6 steps to success, retrieved from
http://www.mymarketresearchmethods.com/the-‐market-‐research-‐process-‐6-‐steps-‐to-‐
success/, retrieved on October 2011
Steps
in
the
Marketing
Research
Process,
retrieved
from
http://2012books.lardbucket.org/books/marketing-‐principles-‐v1.0/s13-‐02-‐steps-‐in-‐the-‐
marketing-‐researc.html, retrieved on December 2009
VII.
How
to
do
Market
Research
in
5
steps,
retrieved
http://www.business.vic.gov.au/marketing-‐sales-‐and-‐online/increasing-‐sales-‐through-‐
marketing/doing-‐market-‐research, retrieved on April 2010