[major=MKT | course_id=MKT301 | syllabus_id=12387 | semester=8 | combo=core | title=Marketing Research]
Course ID: MKT301
Title EN: Marketing Research
Title VI: Nghiên cứu Marketing
Credits: 3.0
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.
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
Course type: traditional
Decision: 1363/QĐ-ĐHFPT dated 12/06/2024
Approved date: 2024-12-06
CLO1: To apply the process of marketing research and its different processes
[1] category=Class participation and preparation; type=on-going; weight=10.0; duration=OP2 (For Constructivism Approach only): Follow lecturer's proposal; question_type=; grading_guide=; completion_criteria=; clos=>0
[2] 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; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=>0
[3] 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; 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.; completion_criteria=; clos=>0
[4] 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; grading_guide=Presentation: max 20 mins
Group written report: up to 3000 words; completion_criteria=; clos=>0
[5] 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; grading_guide=Quizzes will test the knowledge of subjects in the chapters assigned for that day.; completion_criteria=; clos=>0
[6] category=Final exam; type=Final exam; weight=30.0; duration=60'; question_type=LO1, LO2, LO3, LO4, LO5, LO6; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=4
[1] desc=Essentials of Marketing Research; author=Hair, Wolfinbarger, Ortinau, and Bush; publisher=McGraw Hill; edition=2nd; isbn=; main=True; online=; note=
[2] desc=Essentials of Marketing Research; author=Hair, Wolfinbarger, Ortinau, and Bush; publisher=McGraw Hill; edition=3rd; isbn=; main=True; online=; note=
[3] desc=Coursera - FPT University Private Authored Courses: Guided Project - Basic data analysis using SPSS; author=; publisher=; edition=1st; isbn=; main=; online=True; note=
[4] desc=Essentials of Marketing Research; author=Hair, Wolfinbarger, Ortinau, and Bush; publisher=McGraw Hill; edition=6th; isbn=9781266261503; main=True; online=; note=Chọn một trong 3 ấn bản. Ưu tiên ấn bản mới nhất
Session 1: Course Introduction
Topic: Offline; Teaching type: LO1; LO: IT
ITU: Syllabus, Textbook, slide, Guidelines for Individual Assignment
Materials: MKT301

Session 2: Chapter 1: Marketing Research for Managerial Decision Making Guidelines for Group Project
Topic: Offline; Teaching type: LO1; LO: IT
ITU: Textbook, slide,
Materials: MKT301
Download: Read textbook and slide in advance
Do practice and assignment

Session 3: Chapter 2: The Marketing Research Process and Proposals
Topic: Offline; Teaching type: LO1; LO: IT
ITU: Textbook, slide
Download: Read textbook and slide in advance
Do practice and assignment

Session 4: Projects: Identify problem and Design Research
Topic: Offline; Teaching type: LO1; LO: IT
ITU: Textbook and slide
Download: Follow teacher's instruction
CLO2: To able to identify sources of information
Session 1: Industry Visits
Topic: Offline; Teaching type: LO1; LO: ITU
ITU: 
Download: Follow teacher's instruction

Session 2: Industry Visits
Topic: Offline; Teaching type: LO1; LO: IT
ITU: 
Download: Follow teacher's instruction

Session 3: Tutorial 1: Writing Marketing Research Proposals
Topic: Offline; Teaching type: LO1; LO: TU
ITU: Textbook
Slide
Download: Read textbook and slide
Do practice and assignment

Session 4: Tutorial 1: Writing Marketing Research Proposals
Topic: Offline; Teaching type: LO1; LO: U
ITU: Textbook
Slide
Download: Do practice and assignment
CLO3: To understand different research methods and able to apply selected research methods
Session 1: Quiz 1: Chapter 1,2
Topic: Offline; Teaching type: LO2; LO: I, T
ITU: 

Session 2: Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
Topic: Offline; Teaching type: LO2; LO: ITU
ITU: Textbook
Slide
Download: Read textbook and slide in advance

Session 3: Tutorial 2: Secondary Data, Literature Reviews, and Hypotheses
Topic: Offline; Teaching type: LO2; LO: IT
ITU: Textbook
Slide
Download: Read textbook and slide
Do practice and assignment

Session 4: Tutorial 2: Secondary Data, Literature Reviews, and Hypotheses
Topic: Offline; Teaching type: LO2; LO: TU
ITU: Textbook and slide
Download: Read textbook and slide in advance
CLO4: To able to analyze and interpret both qualitative and quantitative data
Session 1: Project Milestone1: Research Proposal, Secondary Data and Literature review
Topic: Offline; Teaching type: LO1, LO2; LO: U
ITU: Textbook and slide
Download: PM1 ready

Session 2: Project Milestone1: Research Proposal, Secondary Data and Literature review
Topic: Offline; Teaching type: LO1, LO2; LO: IT
ITU: Textbook and slide
Download: PM1 ready

Session 3: Chapter 4: Exploratory and Observational
Topic: Offline; Teaching type: LO3; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 4: Chapter 4: Research Designs and Data Collection Approaches
Topic: Offline; Teaching type: LO3; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance
CLO5: To conduct and analyze a focus group discussion
Session 1: Tutorial 3: Exploratory and Observational Research Designs and Data Collection Approaches
Topic: Offline; Teaching type: LO3; LO: ITU
ITU: Textbook and slide
Download: Do practice and assignment

Session 2: Tutorial 3: Exploratory and Observational Research Designs and Data Collection Approaches
Topic: Offline; Teaching type: LO3; LO: IT
ITU: Textbook and slide
Download: Do practice and assignment

Session 3: Chapter 9: Qualitative Data Analysis
Topic: Offline; Teaching type: LO3; LO: ITU
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 4: Chapter 9: How to implement Qualitative research
Topic: Offline; Teaching type: LO3; LO: U
ITU: Textbook and slide
Download: Read textbook and slide in advance
CLO6: To build a simple questionnaire from a web-based survey administration site
Session 1: Tutorial 4: Exercise on Qualitative Data Analysis
Topic: Offline; Teaching type: LO3; LO: IT
ITU: Textbook and slide
Download: Do practice and assignment

Session 2: Tutorial 4: Exercise on Qualitative Data Analysis
Topic: Offline; Teaching type: LO3; LO: TU
ITU: Textbook and slide
Download: Do practice and assignment

Session 3: Project Milestone 2:
Exploratory research result
Topic: Offline; Teaching type: LO2, LO3; LO: IT
ITU: Textbook and slide
Download: PM2 Ready

Session 4: Project Milestone 2:
Exploratory research result
Topic: Offline; Teaching type: LO2, LO3; LO: ITU
ITU: Textbook and slide
Download: PM2 Ready
Session 1: Chapter 5: Descriptive
Topic: Offline; Teaching type: LO4; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 2: Chapter 5: Causal Research Designs
Topic: Offline; Teaching type: LO4; LO: TU
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 3: Quiz 2: Chapter 3,4,9
Topic: Offline; Teaching type: LO4; LO: U
ITU: 

Session 4: Chapter 6: Sampling Theory and Methods
Topic: Offline; Teaching type: LO4; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance
Session 1: Chapter 7: Measurement
Topic: Offline; Teaching type: LO4; LO: U
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 2: Chapter 7: Scaling
Topic: Offline; Teaching type: LO4; LO: U
ITU: Textbook and slide
Download: Read textbook and slide in advance
Do practice and assignment

Session 3: Tutorial 5: Sampling and
Measurement
Topic: Offline; Teaching type: LO4; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 4: Tutorial 5: Sampling and
Measurement
Topic: Offline; Teaching type: LO4; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance
Session 1: Chapter 8: Designing the Questionnaire
Topic: Offline; Teaching type: LO6; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 2: Chapter 8: Designing the Questionnaire
Topic: Offline; Teaching type: LO6; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 3: Tutorial 6: Designing the Questionnaire
Topic: Offline; Teaching type: LO6; LO: ITU
ITU: Textbook and slide
Download: Read textbook and slide
Do practice and assignment

Session 4: Tutorial 6: Designing the Questionnaire
Topic: Offline; Teaching type: LO6; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide
Do practice and assignment
Session 1: Project Milestone 3: Descriptive
and Causal Research Design,
Sampling Method Questionnaire
Topic: Offline; Teaching type: LO1, LO2, LO3, LO6; LO: TU
ITU: Textbook and slide
Download: PM3 ready

Session 2: Project Milestone 3: Descriptive
and Causal Research Design,
Sampling Method Questionnaire
Topic: Offline; Teaching type: LO1, LO2, LO3, LO6; LO: U
ITU: Textbook and slide
Download: PM3 ready

Session 3: Chapter 10: Preparing Data
for Quantitative Analysis
Topic: Offline; Teaching type: LO4; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 4: Chapter 10: Preparing Data
for Quantitative Analysis
Topic: Offline; Teaching type: LO4; LO: ITU
ITU: Textbook and slide
Download: Read textbook and slide in advance
Session 1: Tutorial 7- Preparing the Data
Topic: Offline; Teaching type: LO4; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide
Do practice and assignment

Session 2: Tutorial 7- Preparing the Data
Topic: Offline; Teaching type: LO4; LO: TU
ITU: Textbook and slide
Download: Read textbook and slide
Do practice and assignment

Session 3: Chapter 11: Basic Data Analysis for Quantitative Research
Topic: Offline; Teaching type: LO4; LO: U
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 4: Chapter 11: Basic Data Analysis for Quantitative Research
Topic: Offline; Teaching type: LO4; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance
Session 1: Essay Test
Tutorial 8: Basic Data Analysis for Quantitative Research
Topic: Offline; Teaching type: LO4; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide
Do practice and assignment

Session 2: Essay Test
Tutorial 8: Basic Data Analysis for Quantitative Research
Topic: Offline; Teaching type: LO4; LO: U
ITU: Textbook and slide
Download: Read textbook and slide
Do practice and assignment

Session 3: Chapter 12: Examining Relationships in Quantitative Research
Topic: Offline; Teaching type: LO4; LO: ITU
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 4: Chapter 12: Examining Relationships in Quantitative Research
Topic: Offline; Teaching type: LO4; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance
Session 1: Tutorial 9: Examining Relationships in Qualitative Research
Topic: Offline; Teaching type: LO4; LO: ITU
ITU: Textbook and slide
Download: Read textbook and slide
Do practice and assignment

Session 2: Tutorial 9: Examining Relationships in Qualitative Research
Topic: Offline; Teaching type: LO4; LO: U
ITU: Textbook and slide
Download: Read textbook and slide
Do practice and assignment

Session 3: Project Milestone 4: Data Analysis - Preliminary Findings
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: TU
ITU: Textbook and slide
Download: PM4 ready

Session 4: Project Milestone 4: Data Analysis - Preliminary Findings
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4; LO: TU
ITU: Textbook and slide
Download: PM4 ready
Session 1: Chapter 13: Communicating Marketing Research Findings & Course Review
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: IT
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 2: Chapter 13: Communicating Marketing Research Findings & Course Review
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: ITU
ITU: Textbook and slide
Download: Read textbook and slide in advance

Session 3: Project Final Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: I, LT
ITU: 

Session 4: Project Final Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: T, U
ITU:
Session 1: Project Final Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: U
ITU: 

Session 2: Project Final Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: IT
ITU: 

Session 3: Project Final Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: U
ITU: 

Session 4: Project Final Presentation
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5, LO6; LO: U
ITU: