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Answer to Tender and Design of study
COURSE SYLLABUS
ANSWER TO TENDER AND DESIGN OF STUDY
I. Module Information:
Program Title: Postgraduate – Marketing Studies and Actions
Module Title: Answer to Tender and Design of study
Module Code:
Credit number:
Lecture: 10,5 hours
Pre-requisite(s): None
Other requirements: None
II. Lecturer Information:
III. Main aim(s) of the module
At the end of this module, students will be able to:
- Understand the role and nature of marketing research
- Develop a research design: research questions, sample, research plan
- Design an interview guide, a survey questionnaire to collect data
- Apply quantitative and qualitative analysis method for analyze collected data
- Collect data and write research report
IV. Module’s description
This course helps students understand and grasp the knowledge necessary to design and implement a marketing research project, including: identifying and specifying the research subject, designing research projects, identifying data resources, research methods (qualitative and quantitative), techniques to gather information (design of interview guidelines, multiple choice questionnaires, measuring tools, sampling methods, etc.), data analysis (basic statistical measurement and analysis of quantitative data), reporting the results of research for marketing decision making.
V. Reading and resources for the module
Materials
Alvin C.Burns and Ronald F.Bush (2010), Marketing Research, 6e Edition, Prentice Hall
Recommended readings
Books and Articles:
Carl McDaniel Jr. and Roger Gates (2009), Marketing Research with SPSS, Wiley.
Anne E. Beall PhD (2010), Strategic Market Research: A Guide to Conducting Research that Drives Businesses, iUniverse Star Edition
VI. Teaching methods/strategies
The course is the combination of lecture hours and in-class discussions. Group study is an important class activity, thus students will be divided into groups at the first lecture, and all groups will be working together throughout the course.
VII. Evaluation
- Attendance: 10%
- Group assignment: 30%
- Final-term: Presentation 60%
Nguyen The Hoan-
