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Course Description
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Course Name
Marketing Research
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Host University
The American Business School Paris
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Location
Paris, France
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Area of Study
Marketing, Statistics
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Language Level
Taught In English
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Prerequisites
MATH 210 or its equivalent
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Course Level Recommendations
Upper
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
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US Credits
3 -
Recommended U.S. Semester Credits3
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Recommended U.S. Quarter Units4
Hours & Credits
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Overview
COURSE DESCRIPTION :
An examination of the acquisition of information for marketing managment decision making, including the formulation of research problems, research design, data sources and collection methods, sampling design, data analysis and presentation of results.COURSE OBJECTIVES :
To 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.INSTRUCTIONAL METHODOLOGY :
The 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 MarketingTEXT :
Marketing Research Essentials, McDaniels & Gates, Wiley, 8th EditionEVALUATION :
The final grade will be made up of class exercises and mini-projects (30%) a mid-term test (30%) and the final examination (40%).
Course Disclaimer
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.