índice de sílabus (abet)

ESCUELA SUPERIOR POLITÉCNICA DEL LITORAL
FACULTAD DE CIENCIAS SOCIALES Y HUMANÍSTICAS (FCSH)
COURSE SYLLABUS
MARKETING RESEARCH
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CODE AND NUMBER OF CREDITS:
CODE
NÚMBER OF CREDITS
ICHE03988
Theoretical: 4
Practical: 0
COURSE DESCRIPTION:
This course is designed to help undergraduate students to understand marketing research, its process, its outputs,
and its applications. The course will help students to develop the ability to be good users of marketing research,
and will provide students with a foundation from which they can pursue further training to become research
specialists.
By the end of the semester students should be able to define general marketing problems, evaluate and select
alternative research approaches and designs, understand primary and secondary sources of marketing research
information, collect marketing research data, use appropriate data analysis techniques to analyze marketing
research data, and report the marketing research findings
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PRE-REQUISITES CO-REQUISITES:
PRE-REQUISITES:
(ICHE01545) FUNDAMENTOS DE MERCADEO
(CELEX00109) INGLÉS AVANZADO A
CO-REQUISITES:
None
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CORE TEXT AND READING BOOK :
CORE TEXT:
1. BURNS Alvin C., BUSH Ronald F., Marketing Research, Sexta Edición,
2009, Prentice Hall.
RESOURCES:
1. SPSS: Software for date processing and tabulation.
2. Computer Lab: Use of computer lab to teach the students the use of
the SPSS software for date processing and tabulation
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LEARNING OUTCOMES:
1.
2.
3.
4.
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Identify and define general marketing research problems.
Evaluate and select alternative research approaches and designs.
Understand primary and secondary sources of marketing research information.
Use appropriate data analysis techniques to analyse marketing research data.
COURSE PROGRAM:
1. INTRODUCTION TO MARKETING RESEARCH. (4 HOURS)
1.1. What is the marketing concept?
1.2. What is marketing strategy?
1.3. What is marketing research?
1.4. Classification and uses of marketing research.
1.5. Marketing information system.
2. EXPLAINING THE MARKETING RESEARCH PROCESS. (4 HOURS)
2.1. Establish the need for marketing research.
2.2. Define the problem.
2.3. Establish research objectives.
2.4. Determine research design.
2.5. Identify information types and sources.
2.6. Determine methods of accessing data.
3. UNDERSTANDING RESEARCH DESIGN. (12 HOURS)
3.1. Descriptive.
3.2. Causal research.
3.3. Descriptive.
3.4. Causal research.
3.5. Exploratory and qualitative research techniques.
3.6. Primary vs secondary data.
3.7. Quantitative and qualitative research.
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MARKETING RESEARCH
3.8. Examples of focus groups, mystery shoppers and blind tests.
3.9. Miniprojects: focus groups, mystery shoppers and blind tests.
4. EVALUATING SURVEY DATA COLLECTION METHODS AND MEASUREMENT. (4 HOURS)
4.1. Definition and advantages of surveys.
4.2. Data collection modes.
4.3. Basic question response format.
4.4. Concept of measurement.
4.5. Levels of measurement scales.
5. DEVELOPING QUESTIONS AND DESIGNING THE QUESTIONNAIRE. (4 HOURS)
5.1. Questionnaire design.
5.2. Functions.
5.3. Questionnaire development.
5.4. Questionnaire organization.
5.5. Question flow.
5.6. Screening.
5.7. Coding.
5.8. Pre-test.
6. DETERMINE HOW TO SELECT THE SAMPLE. (2.5 HOURS)
6.1. Basic concepts in sampling.
6.2. Probabilistic sample methods.
6.3. Non probabilistic sample methods.
7. DETERMINING THE SIZE OF THE SAMPLE. (3.5 HOURS)
7.1. Sample size and accuracy.
7.2. Confidence interval method.
7.3. Central limit theorem.
7.4. Sample size formula.
8. DEALING WITH FIELDWORK AND DATA QUALITY ISSUES. (2 HOURS)
8.1. Non sampling error.
8.2. Field data collection errors.
8.3. Data collection error control.
8.4. Non-response error.
9. USING BASIC DESCRIPTIVE ANALYSIS. (4 HOURS)
9.1. Basic concepts.
9.2. Types of statistical analysis used in marketing research.
9.3. Descriptive measurements.
9.4. Measures of central tendency.
9.5. Measures of variability.
10. USE OF THE SPSS STATISTICAL TOOL. (12 HOURS)
10.1. Data processing; frequencies, cross tabulation, hypothesis test.
10.2. Variance and covariance analysis; Bi-variate correlation and regression.
10.3. SPSS exercises.
11. PROJECT. (4 HOURS)
11.1 Application of the concepts and methods of marketing research.
11.2 Use SPSS statistical package.
11.3 Presentations in class.
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WORKLOAD: THEORY/PRACTICE:
Sessions per week: 2 session
Session lenght: 4 hours
Weeks per semester: 14 weeks
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MARKETING RESEARCH
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CONTRIBUTION OF THE COURSE TO THE EDUCATION OF THE STUDENT:
Students will develop an understanding of techniques of planning, conducting, analyzing and presenting market
studies, studying different methodologies with emphasis on primary research including questionnaire design as
well as demonstrate competency with the SPSS statistical software and the ability to use SPSS to input
marketing data analyzing the results from various basic statistical techniques
BASIC TRAINING
PROFESSIONAL
TRAINING
SOCIAL SKILLS
DEVELOPMENT
X
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THE RELATIONSHIP BETWEEN THE LEARNING OUTCOMES OF THE COURSE AND THE LEARNING
OUTCOMES OF THE DEGREE PROGRAM:
LEARNING OUTCOMES OF THE
DEGREE PROGRAM*
a) Have the ability to work as
part of a multidisciplinary team;
b) Understand the ethical and
professional responsibility;
c)
Have
the
ability
to
communicate effectively in
Spanish both orally and in
writing;
d)
Have
the
ability
to
communicate effectively in
English;
e) Having a broad education to
understand the impact of the
solutions of their career in the
global,
economic,
environmental
and
social
context;
f) Recognize the need to
continue learning throughout
life and have the ability and
attitude to do it;
g) Understand contemporary
issues;
h) Have the ability to lead and
undertake;
i) Apply analytical tools to assist
in the evaluation and efficient
management
of
financial,
human
and
technological
companies in order to expand
them internationally;
j) Analyze the economic
environment
and
suggest
business strategies in the
short/long-term
to
add
competitiveness
to
the
company in the domestic and
international market;
k) Develop and evaluate export
and import projects that
contribute to the economic
development of the company
and the country, looking to
fulfill
corporate
social
responsibility.
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CONTRIBUTION
(High, Medium,
Low)
LEARNING
OUTCOMES OF
THE
COURSE**
MEDIUM
4
MEDIUM
3
THE STUDENT MUST:
Ability to relate to different types of
consumers
Responsible management of market
research data.
LOW
MEDIUM
4
Ability to relate to different types of
consumers
MEDIUM
1
Adapt market research problems with
the market situation
MEDIUM
2
Explore new ways of market research
MEDIUM
1
Knowing contemporary issues to adapt
market research to reality
4
Make and suggest tactical and strategic
business decisions based on the proper
interpretation of marketing research
results.
LOW
LOW
HIGH
LOW
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MARKETING RESEARCH
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EVALUATION IN THE COURSE:
Evaluation activities
Exams
Tests
Homework/tasks
Projects
Laboratory/Experiments
Class participation
Visits
Other
X
X
X
X
X
X
11 PERSON RESPONSIBLE FOR THE CREATION OF THE SYLLABUS AND THE DATE OF ITS CREATION:
Created by:
ECON. HEYDI PAZMIÑO FRANCO
Date
16 NOV. 2012
12. APPROVAL:
ACADEMIC SECRETARY OF THE
ACADEMIC DEPARTMENT
NAME:
Lcda. Ingrid León Vasconez
SIGNATURE:
DIRECTOR OF TECHNICAL
ACADEMIC SECRETARY
NAME:
MSc. Marcos Mendoza Vélez.
SIGNATURE:
Date of approval by the Directive
Council: R-CD-FEN- 004-2013
January 14, 2013
13. VALIDITY OF THE SYLLABUS:
RESOLUTION OF THE
POLYTECHNIC BOARD:
13-10-269
DATE:
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October 17, 2013
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MARKETING RESEARCH