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마케팅조사론
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수업목표

This required course aims to learn the basic marketing research process of firms or managers in the face of increasingly fierce competition. The course is divided into seven parts. That is, ① formulate problem ② determine research design ③ determine data-collection method ④ design data-collection forms ⑤ design sample and collect data ⑥ analyze and interpret the data ⑦ prepare the research report. Besides a series of lectures, we will have opportunities to discuss some real cases.



주별 수업내용
제 1 주   Introduction to Marketing Research
  - Decision Making and Marketing Research
제 2 주   Role of MR & Trends of MR
  - Marketing Concept & MR
제 3 주   Marketing Research Ethics
  - Marketing Research Process
제 4 주   Research and Problem Definition
  - Problem Formulation & MR Planning
제 5 주   Research Design
  - Types of Research Design
제 6 주   Data Collection Methods
  - Data Types, Data Collection Process
제 7 주   Practical Research & MIS
  - Survey/CLT/HUT/Test Market/Panel
제 8 주   Mid-term exam
제 9 주   Measurement Basics
  - Measurement/Scale/Definition
제 10 주   Measurement Basics
  - Reliability
  - Validity
제 11 주   Data Collection Forms
  - Designing Questionnaire or Observation Form
제 12 주   Sampling and Data Collection
  - Types of Samples and Simple Random Sampling
  - Collecting the Data: Field Procedures and Nonsampling Errors
제 13 주   Data Analysis
  - Preliminary Steps(Hypothesis Testing),
  - Investigating Associations(Nonparametric Measures of Association)
  - The Written Research Report and Oral Research Report
제 14 주   Data Analysis & Research Reports
  - Examining Differences(Analysis of Variance)
  - The Written Research Report and Oral Research Report
  - Final Case Presentation
제 15 주   Final Exam
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평가계획
  Attendance and Participation in class discussion(10%)
  Mid-term(30%) and Final Examinations(30%)
  Report(30%)
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주요교재

  마케팅조사원론, 안광호·임병훈, 학현사
  Basic Marketing Research, Gilbert A. Churchill, Third Edition, Dryden

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참고자료

  마케팅조사론, 이훈영, 청람
  마케팅조사론, 채서일, 학현사
  마케팅조사, 이학식, 법문사
  마케팅조사통계분석, 원태연외, SPSS 아카데미
  ※ 기타 보충자료는 수업시간에 제공됨