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Marketing 340: Marketing Research
The American Business School in Paris
Marketing 210 (Principles of Marketing) or equivalent; QNT 210 (Business Statistics) or equivalent; QNT 220 (Quantitative Ananlysis) or equivalent
An examination of the acquisition of information for marketing
management decision making, including the formulation of research
problems, research design, data sources and collection methods,
sampling design, data analysis, and presentation of results.
provide students with the fundamentals necessary to evaluate when
marketing research is necessary, to determine the type of research
required and to interpret and apply the results. To give students
experience in designing and implementing a survey, and analyzing,
interpreting, and reporting results.
course is developed through lectures, discussion and group/individual
presentations of case studies. Students are expected to thoroughly read
text materials and participate in class discussion.
Will be covered in class:
- Introduction; Marketing Research Process
- Data Sources; Measurement Process
- Data Collection Methods
- Sampling Plan; Further sampling procedures & Field Operations
- Data Processing & Analysis
- Reporting Research Findings
- Demand Measurement & Test Marketing
- Testing Hypotheses & Database Marketing
Marketing Research Essentials, McDaniels & Gates, Wiley, 7th Edition, 2010
final grade will be made up of class exercises and mini-projects (30%)
a mid-term test (30%) and the final examination (40%).