Lecture and Seminar.
This course will cover the principles and methods of marketing research conducted in an international environment. It will cover the economic, government, legal, structural, informational, technological and socio-cultural environments as they need to be considered for effective research.
- Market Research Explained
- what market research is, and how it is used
- global research applications
- information systems and access
- The Market Research Process
- research techniques
- types of research
- market evaluation
- stages in the process, tactics
- Secondary Research
- sources
- use of automated research tools
- developing consistency over international sources and data
- Data Analysis
- editing and coding
- using statistical computer programs
- consistency over collection area
- descriptive statistics
- univariate and bivariate techniques
- interpretation of data
- Presentation of Findings
- report preparation
- oral presentation
- follow-up
At the end of the course, the successful student should be able to:
- Explain the role of marketing research, the process involved in integrating it with business strategy, and the challenges of researching across international and cultural borders;
- Define the research problem and develop an approach in an international context;
- Develop a framework and formulate a research design for conducting international marketing research;
- Design the principal types of survey research;
- Conduct field work, and explain the challenges and adaptations necessary for international data collection;
- Analyze and prepare data resulting from research studies;
- Illustrate how a report is prepared in international research;
- Use computerized statistical techniques for collecting and analyzing data.
| Cases and assignments (4 @ 10%) | 40% |
| Term test | 15% |
| Final Examination | 15% |
| Major project and presentation | 30% |
| Total | 100% |
Students may conduct research as part of their coursework in this class. Instructors for the course are responsible for ensuring that student research projects comply with College policies on ethical conduct for research involving humans, which can require obtaining Informed Consent from participants and getting the approval of the Douglas College Research Ethics Board prior to conducting the research.
Is to be Purchased by Students:
Craig and Douglas. International Market Research, Latest Ed. Prentice Hall.
Lescher, John F. Online Market Research, Latest Ed. Toronto:
Addison-Wesley Publishing Ltd.
Selected readings compiled for students from various business sources.