Marketing Research (MKT301)
Vietnamese title: Nghiên cứu Marketing
Credits: 3
Prerequisites: MKT101

Description:
The course is to introduce the student to the field of marketing research which serves a central basis for marketing decision making. This course covers the basic concepts in measurement, research design, data collection, data analysis and presentation of findings.
AI supports idea suggestion by providing comprehensive information about the fields and topics that students are interested in for research assignments in the field of marketing.

Learning outcomes:
To apply the process of marketing research and its different processes
To able to identify sources of information
To understand different research methods and able to apply selected research methods
To able to analyze and interpret both qualitative and quantitative data
To conduct and analyze a focus group discussion
To build a simple questionnaire from a web-based survey administration site

Student tasks:
- Attend at least 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfil tasks given by intructor after class
- Use their own laptop in class only for learning purpose
- Read the textbook in advance
- Access the course website (www.flm.fpt.edu.vn) for up-to-date information and material of the course, for online supports from teachers and other students and for practicing and assessment.

Tools:
AI tools

Materials:
description: Essentials of Marketing Research
author: Hair, Wolfinbarger, Ortinau, and Bush
publisher: McGraw Hill
published_date: 2010
edition: 2nd
description: Essentials of Marketing Research
author: Hair, Wolfinbarger, Ortinau, and Bush
publisher: McGraw Hill
published_date: 2013
edition: 3rd
description: Coursera - FPT University Private Authored Courses: Guided Project - Basic data analysis using SPSS
published_date: 2022
edition: 1st
description: Essentials of Marketing Research
author: Hair, Wolfinbarger, Ortinau, and Bush
publisher: McGraw Hill
published_date: 2023
edition: 6th
isbn: 9781266261503
note: Chọn một trong 3 ấn bản. Ưu tiên ấn bản mới nhất

Assessments:
category: Class participation and preparation
type: on-going
weight: 10.0
duration: OP2 (For Constructivism Approach only): Follow lecturer's proposal
no_question: OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP2 (For Constructivism Approach only): Follow lecturer's proposal
category: Essay Test
type: on-going
weight: 10.0
duration: OP1: 40'
OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: OP1: essay questions
OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Class room
category: Individual Presentation of Milestones
type: on-going
weight: 10.0
duration: OP1: Max: 10' each group
OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: OP1: Individual Presentation
OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP1: Presentation in class.
OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: 4 Milestones of the project
1 member of the group will be assigned to present each milestone. There might be two students if the group has more than 4 members.
note: Class room presentation
category: Project Final Presentation and Report
type: on-going
weight: 30.0
duration: OP1: 20 mins presentation
& 3000 word report
OP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: OP1: Group presentation with the evaluation from the industry and the lecturer (15%)
The final written report (15%)
OP2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: OP2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Presentation: max 20 mins
Group written report: up to 3000 words
note: Group presentation in class room
and Final report submitted on the last slot
category: Quizzes
type: on-going
weight: 10.0
duration: OP1: 20' eachOP2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3
no_question: Multiple choice questions, Case study exercises
knowledge_and_skill: OP1: Appx. 20 OP2 (For Constructivism Approach only): Follow lecturer's proposal OP3: Replace Quiz 2 by completing the Guided Project - Basic data analysis using SPSS
grading_guide: Quizzes will test the knowledge of subjects in the chapters assigned for that day.
note: Class room
category: Final exam
type: Final exam
weight: 30.0
duration: 60'
question_type: LO1, LO2, LO3, LO4, LO5, LO6
no_question: Multiple choice questions. Other types of questions may be included at the discretion of the Lecturer
knowledge_and_skill: 50
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Exam room

Schedule:
session: Course Introduction
learning_outcomes: IT
materials: MKT301
session: Chapter 1: Marketing Research for Managerial Decision Making Guidelines for Group Project
learning_outcomes: IT
materials: MKT301
session: Chapter 2: The Marketing Research Process and Proposals
learning_outcomes: IT
session: Projects: Identify problem and Design Research
learning_outcomes: IT
session: Industry Visits
learning_outcomes: ITU
session: Industry Visits
learning_outcomes: IT
session: Tutorial 1: Writing Marketing Research Proposals
learning_outcomes: TU
session: Tutorial 1: Writing Marketing Research Proposals
learning_outcomes: U
session: Quiz 1: Chapter 1,2
learning_outcomes: I
T
session: Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
learning_outcomes: ITU
session: Tutorial 2: Secondary Data, Literature Reviews, and Hypotheses
learning_outcomes: IT
session: Tutorial 2: Secondary Data, Literature Reviews, and Hypotheses
learning_outcomes: TU
session: Project Milestone1: Research Proposal, Secondary Data and Literature review
learning_outcomes: U
session: Project Milestone1: Research Proposal, Secondary Data and Literature review
learning_outcomes: IT
session: Chapter 4: Exploratory and Observational
learning_outcomes: IT
session: Chapter 4: Research Designs and Data Collection Approaches
learning_outcomes: IT
session: Tutorial 3: Exploratory and Observational Research Designs and Data Collection Approaches
learning_outcomes: ITU
session: Tutorial 3: Exploratory and Observational Research Designs and Data Collection Approaches
learning_outcomes: IT
session: Chapter 9: Qualitative Data Analysis
learning_outcomes: ITU
session: Chapter 9: How to implement Qualitative research
learning_outcomes: U
session: Tutorial 4: Exercise on Qualitative Data Analysis
learning_outcomes: IT
session: Tutorial 4: Exercise on Qualitative Data Analysis
learning_outcomes: TU
session: Project Milestone 2:
Exploratory research result
learning_outcomes: IT
session: Project Milestone 2:
Exploratory research result
learning_outcomes: ITU
session: Chapter 5: Descriptive
learning_outcomes: IT
session: Chapter 5: Causal Research Designs
learning_outcomes: TU
session: Quiz 2: Chapter 3,4,9
learning_outcomes: U
session: Chapter 6: Sampling Theory and Methods
learning_outcomes: IT
session: Chapter 7: Measurement
learning_outcomes: U
session: Chapter 7: Scaling
learning_outcomes: U
session: Tutorial 5: Sampling and
Measurement
learning_outcomes: IT
session: Tutorial 5: Sampling and
Measurement
learning_outcomes: IT
session: Chapter 8: Designing the Questionnaire
learning_outcomes: IT
session: Chapter 8: Designing the Questionnaire
learning_outcomes: IT
session: Tutorial 6: Designing the Questionnaire
learning_outcomes: ITU
session: Tutorial 6: Designing the Questionnaire
learning_outcomes: IT
session: Project Milestone 3: Descriptive
and Causal Research Design,
Sampling Method Questionnaire
learning_outcomes: TU
session: Project Milestone 3: Descriptive
and Causal Research Design,
Sampling Method Questionnaire
learning_outcomes: U
session: Chapter 10: Preparing Data
for Quantitative Analysis
learning_outcomes: IT
session: Chapter 10: Preparing Data
for Quantitative Analysis
learning_outcomes: ITU
session: Tutorial 7- Preparing the Data
learning_outcomes: IT
session: Tutorial 7- Preparing the Data
learning_outcomes: TU
session: Chapter 11: Basic Data Analysis for Quantitative Research
learning_outcomes: U
session: Chapter 11: Basic Data Analysis for Quantitative Research
learning_outcomes: IT
session: Essay Test
Tutorial 8: Basic Data Analysis for Quantitative Research
learning_outcomes: IT
session: Essay Test
Tutorial 8: Basic Data Analysis for Quantitative Research
learning_outcomes: U
session: Chapter 12: Examining Relationships in Quantitative Research
learning_outcomes: ITU
session: Chapter 12: Examining Relationships in Quantitative Research
learning_outcomes: IT
session: Tutorial 9: Examining Relationships in Qualitative Research
learning_outcomes: ITU
session: Tutorial 9: Examining Relationships in Qualitative Research
learning_outcomes: U
session: Project Milestone 4: Data Analysis - Preliminary Findings
learning_outcomes: TU
session: Project Milestone 4: Data Analysis - Preliminary Findings
learning_outcomes: TU
session: Chapter 13: Communicating Marketing Research Findings & Course Review
learning_outcomes: IT
session: Chapter 13: Communicating Marketing Research Findings & Course Review
learning_outcomes: ITU
session: Project Final Presentation
learning_outcomes: I
LT
session: Project Final Presentation
learning_outcomes: T
U
session: Project Final Presentation
learning_outcomes: U
session: Project Final Presentation
learning_outcomes: IT
session: Project Final Presentation
learning_outcomes: U
session: Project Final Presentation
learning_outcomes: U