Hang Seng Management College Bachelor of Business Administration (BBA) Programme Module Outline

Department: Module Title: Module Code: Credit Units: Prerequisites: Module Description: Marketing and Management Marketing Research BUS3001 3 BUS2001 Principles of Marketing This module covers the concepts and principles of the marketing research. It focuses on a hands-on approach to enable students to learn to analyze and make better decisions regarding marketing issues. Topics include the role and application of marketing research, types of research design, questionnaire design, sampling plan, data collection and analysis, presenting the findings and ethical issues in conducting marketing research. Upon completion of this module, students should be able to: a. b. c. d. Pedagogical Methods: demonstrate a basic understanding of the major steps of the marketing research process; incorporate the implications of ethical issues in conducting marketing research; analyze the issues related to marketing research from different perspectives; and conduct a simple research on their own. Total: Lecture Guest speakers Case study Role playing Student presentation Project Simulation game Exercises and problems Assessment Methods: 1. 2. 3. 4. Class participation Assignments Test Examination Total: Tutorial Internship Field study Company visits e-learning / Computer software application Independent study Service learning Others________________ 10% 35% 20% 35% 100%
Weighting
(if applicable )

Year: Duration:

3 45 hours

Learning Outcomes:

40% 10% 25% 25% 100%

Learning Outcomes: 1. Module Content: 2. Overview of the Marketing Research 1.1 Role of marketing research 1.2 Technology and marketing research 1.3 Ethics in marketing research Types of Research Design 2.1 Exploratory research 2.2 Descriptive research 2.3 Causal research Measurement and Scaling 3.1 Primary scales and levels of measurement 3.2 Comparative scaling techniques 3.3 Noncomparative scaling techniques Questionnaire Design 4.1 Content 4.2 Structure 4.3 Wording Sampling Plan 5.1 Target population 5.2 Sampling techniques 5.3 Sample size Data collection 6.1 Secondary data collection 6.2 Primary data collection Data analysis 7.1 Frequency distribution 7.2 Hypothesis testing 7.3 Correlation and regression Report Preparation and Presentation 8.1 Report format and writing 8.2 Oral presentation Lecture Tutorial Case study Role playing Student presentation e-learning / Computer software application Project Independent study Exercises and problems Class participation a b c d

Total

3.

4.

5.

6.

7.

8.

Pedagogical Methods:

1. 2. 3. 4. 5. 6. 7. 8. 9.

10%

Assessment

1.

Methods:

2. 3. 4.

Assignments Test Examination Weighting:

40%

10%

25%

35% 20% 35%

25%

100%

Texts & References:

(* recommended textbook(s))

1. 2. 3. 4. 5.

*Malhotra Naresh K. (2009). Basic Marketing Research: A Decision-Making Approach, 3rd Edition, International Edition. Pearson Churchill, Gibert A. Jr, Brown, Tom J., & Suter, Tracy A. (2010). Basic Marketing Research, 7nd Edition, International Edition. South-Western Cengage Learning. Aaker, David, Kumar, V., Day, George S., and Leone, Robert P. (2010). Marketing Research, 9th Edition, International Edition. John Wiley & Sons (Asia) Pte Ltd. Burns, A., & Bush, R. (2008). Basic Marketing Research (2nd ed.). Upper Saddle River, N.J. : Pearson Prentice Hall. Hair, J., Wolfinbarger, M., Bush, R., & Ortinau, D. (2008). Essentials of Marketing Research. Boston: McGraw-Hill Companies, Inc.

Useful Website for BUS3001:

Hong Kong statistical data: http://www.censtatd.gov.hk/ E.g. Demographic Trends in Hong Kong 1981-2006: http://www.censtatd.gov.hk/products_and_services/products/publications/statistical_re port/population_and_vital_events/index_cd_B112001702_dt_detail.jsp Hong Kongs trade data: http://bso.tdctrade.com/bso/jsp/bso_home.jsp ACNielsen, a marketing research company: http://hk.acnielsen.com/site/index.shtml The World Fact Book: https://www.cia.gov/library/publications/the-world-factbook/ World Trade Press (Trading): http://www.tradeport.org/tutorial/index.html ResearchWikis - Free Market Research: http://www.researchwikis.com/Main_Page Marketing Charts: http://www.marketingcharts.com/

Important note: Every students MUST keep copies (electronic or photocopies) of all assignments submitted on this module. Please check the OTL and the associated email box regularly because it is the usual means by which I will contact you. If there is any problem with the module, its contents, its organization, the lecturer, and/or the students, feel free to discuss with me after class, during office hour, or schedule an appointment with me. Communication is a two-way street; I am always willing to listen if you are willing to say. - Felix

Policy on plagiarism offence: Plagiarism is a serious academic offence. It involves both stealing other peoples work and lying about it afterward. Penalty for plagiarism is as follows: 1. zero mark is given to the particular assignment for the first time offence; zero mark is given to the whole module (which could be different from that of the first offence) for repeated offence and expulsion from school if the student is found committing it for the third time.

2. 3.

Record of offence would be kept in the computer system for monitoring of repeated offence. A warning letter would be issued to the student concerned, and the misconduct would be indicated in his/her academic records. Contact Information: Module Co-ordinator: Dr. Felix Tang Office: Room 611 Tel: 2636-7134 Fax: 2632-5092 Office Hour: TBA in class, also available by appointment E-mail: felixtang@hssc.edu.hk

Module Content and Tentative Schedule Week Topic Week 1 Introduction & Marketing Research Process Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12 Week 13 Week 14 Week 15 Marketing Research Design Exploratory Research Descriptive Research Causal Research Measurement, Scaling, & Questionnaire Design Sampling and Sample Size (Assignment 1 due in class on Oct 18, 2010) Data Collection and Data Preparation Mid-term Examination (Nov 1, 2010 1:30pm-3:00pm) Data Analysis: t-tests & ANOVA (I)
Nov 5-Nov 26 (Meet at Rm705)

Readings (M) Ch 1, 2 (C) Ch 1 (M) Ch 3 (C) Ch 5 (M) Ch 4, 5, 6 (C) Ch 5 (M) Ch 7 (C) Ch 6 (M) Ch 8 (C) Ch 6 (M) Ch 9, 10, 11 (C) Ch 12, 13, 14 (M) Ch 12, 13 (C) Ch 15, 16 (M) Ch 14, 15 (C) Ch 17, 18

Data Analysis: t-tests & ANOVA (II)

Nov 5-Nov 26 (Meet at Rm705)

Data Analysis: Correlation & Regression (I)

Nov 5-Nov 26 (Meet at Rm705)

Data Analysis: Correlation & Regression (II)

Nov 5-Nov 26 (Meet at Rm705)

(M) Ch 17 (A) Ch 20 (M) Ch 17 (A) Ch 20 (M) Ch 18 (A) Ch 21 (M) Ch 18 (A) Ch 21

Presentation
Nov 29 (Group F, E, L), Dec 3 (Group I, X, T)

Review & Consultation (Assignment 2 due at 3:00pm on Dec 6, 2010)

Recommended Textbooks: (M) Malhotra Naresh K. (2009). Basic Marketing Research: A Decision-Making Approach, 3rd Edition, International Edition. Pearson (C) Churchill, Gibert A. Jr, Brown, Tom J., & Suter, Tracy A. (2010). Basic Marketing Research, 7nd Edition, International Edition. South-Western Cengage Learning. (A) Aaker, David, Kumar, V., Day, George S., and Leone, Robert P. (2010). Marketing

Research, 9th Edition, International Edition. John Wiley & Sons (Asia) Pte Ltd.