Course Name: YMARES
Course Title: Marketing Research
Instructors: Chairperson of Management
Required Text: Edralin, D. (2000) Business Research: Concepts and Application
Course Description This course is the actualization of the research proposal completed in Methods of Research (YMETHRES) course. It is designed to expose the students to real world applications of marketing concepts and theories taken from first to fourth year. It covers the sources and collection of data as well as analysis and presentation of results and recommendations capped by an oral defense. In addition, this course focuses on marketing research as a relevant tool in decision making function of the
management. Its emphasis is on the planning, collection, and analysis of relevant data as well as communicating the results of the analysis to the management in the form of research report. It further deals with the function of gathering market information from the consumer/customer and/or the public which can be 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. Likewise, it aims to provide students the knowledge and understanding in the implementation and evaluation of marketing research.
Topic Outline: Estimated No of Hours
1. Review of research proposal and research instrument 9.00
Revision on research proposal
Pre-testing of the questionnaire
Reliability test of the questionnaire
Refinement of the questionnaire based on reliability result
2. Data Collection Procedure 12.00
Distribution of questionnaires to target respondents
Field work/interviewing
Retrieval of accomplished questionnaires from respondents
3. Processing and Analysis of Data 9.00
Tabulation and processing of raw data (manual or thru ms excel)
Analyzing data using PhStat/MS Excel or SPSS
4. Interpretation and presentation of data 9.00
Table presentation of the results
Interpretation of the results
Report writing
Revision of initial draft for Oral Presentation
5. Oral Presentation of the Initial Research REport 6.00
Individual oral presentation
Group oral presentation
Research manuscript
6. Revision and Submission of the Final Research Report 9.00
Revised final research report
Approval sheet
PlagScan rate certificate
Total Sessions Express As Contact Hours 54.00
Recap
Identification of CPC Topics Covered in this Course Estimated Contact Hours Accounting
Marketing 24
Finance
Management 6
Organizational Behavior 3
Human Resource Management 3
Operations Management
Legal Environment of Business 3
Economics 3
Ethics 3
Information System
Quantitative Methods/ Statistics 6
International/ Global Dimensions of Business
Integrative Experience 3
Total Estimated Contact Hours 54
