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Post University MKT342 Marketing Research Week Reading Assignments Week 1 Understanding market research and the usage of information systems Chapter 1: The Role of Marketing Research Chapter 2: Information Systems and Knowledge Management Assignment: Take Steps to Avoid misused research pitfall Discussion: Marketing research advantages Week 2 Marketing research process, ethical issues, and starting the research process Chapter 3 : The Marketing Research Process Chapter 4: The Human Side of Marketing Research: Organizational and Ethical Issues Chapter 5: Beginning Stages of the Research Process Assignment: Market Segmentation Discussion: Conflict Discussion: Decision Statement Week 3 Qualitative research tools and collecting primary data Chapter 6: Qualitative Research Tools Chapter 8: Research Designs for Collecting Primary Data Discussion: Exploratory research Discussion: Consumer panels Week 4 Communicating with respondents and observation Chapter 9: Survey Research: Basic Methods of Communication with Respondents Chapter 10: Observation Mid-term: Market Research Survey Discussion: Market Research Validation Discussion: Data Adjustment Week 5 Experimental research, test markets, and measurement Chapter 11: Experimental Research: An Overview Chapter 12: Test-Markets and Experimental Design Chapter 13: Measurement Discussion: Research Verification Discussion: Test Marketing Week 6 Measuring attitude, survey design, sampling, and fieldwork Chapter 14: Attitude Measurement Chapter 15 : Questionnaire Design Chapter 16: Sampling and Fieldwork Assignment: Online Survey Assignment Discussion: Online Survey Week 7 Sample size determination and fieldwork Chapter 17: Determination of Sample Size: A Review of Statistical Theory Chapter 18: Fieldwork Assignment: Final Market Research Plan project Discussion: Online Survey Week 8 Editing, coding , and data analysis Chapter 19: Editing and Coding: Transforming Raw Data into Information Chapter 20: Basic Data Analysis: Descriptive Statistics Final Examination: Concluding Document Discussion: Most Interesting
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