HOLY
CROSS
OF
DAVAO
COLLEGE
Sta.
Ana
Avenue,
Davao
City
Bachelor
of
Science
in
Business
Administration
(BSBA)
Major:
Marketing
Management
COURSE
OUTLINE
Marketing
Research
I. Course
Number:
MM
3
Credit:
3
units
II. Course
Title:
Marketing
Research
Pre-Requisite:
MM1
&
Math
8
III. Course
Description:
This
course
deals
with
the
study
of
planning,
collection,
and
analysis
of
data
relevant
to
marketing
decision
making
and
communicating
the
results
of
this
analysis
to
management.
It
also
deals
with
the
function
which
the
consumer,
customer
public
to
the
marketer
through
information
that
is
used
to
identify
and
define
marketing
opportunities
and
problems;
generate,
refine
and
evaluate
marketing
actions;
monitor
marketing
performance
and
improve
understanding
of
marketing
as
a
process.
IV. Course
Objectives:
At
the
end
of
the
course,
the
student
should
be
able
to:
1. Conduct
efficient
and
effective
research
that
provides
solution
to
marketing
research
objectives
and
marketing
decisions.
2. Analyze
the
techniques
used
for
efficient
research
objectives.
3. Explain
various
concepts
and
theories
underlying
the
scientific
method
in
conducting
marketing
research.
4. Display
genuine
concern
for
all
the
people
affected
by
the
research
process.
5. Internalize
the
values
of
nationalism,
social
responsibility,
moral
and
intellectual
integrity
and
respect
for
the
rights
of
others.
6. Develop
appropriate
values.
7. Apply
logical
thinking
to
form
a
new
conclusion
for
better
decision
making.
8. Develop
and
defend
a
marketing
research
paper.
V. Course
Outline
No.
of
Hours
A.
13.5
hours
1. Overview
of
Marketing
Research
a. Defining
Marketing
Research
b. The
Role
of
Marketing
Research
c. Types
of
Research
d. Ethical
Issues
in
the
Conduct
of
Research
e. Components
of
the
Research
Process
2. Development
and
Formulation
of
the
Research
Problem
a. Identification
and
Selection
of
a
Research
Problem
b. Formulation
and
Articulation
of
the
Research
Problem
c. The
Review
of
Related
Literature
d. Significance
of
the
Study
e. Scope
and
Limitation
of
the
Study
f. Formulation
of
the
Theoretical
Framework
3. Designing
a
Research
Methodology
a. Research
Designs
b. Methods
of
Data
Collection
c. Methods
of
Data
Analysis
d. Data
Gathering
13.5
hours
No.
of
Hours
13.5
hours
13.5
hours
4. Collection,
Analysis
and
Interpretation
of
Data
a. Data
Collection
Method
b. Data
Analysis
c. Data
Presentation
5. Marketing
Output
Presentation
a. Importance
of
Research
Proposal
b. Components
of
Research
Proposal
VI.
References
A. Bibliography
Churchill,
Gilbert
A.
et.al.,
(2012).
Introduction
to
Marketing
Research.
2012
First
Philippine
Edition,
Cengage
Learning
Asia
Pte.
Ltd.
Malhotra,
Naresh
K.
(2012)
Basic
Marketing
Research
4th
Edition,
Pearson
Education,
Inc.,
Prentice
Hall
Joseph
F.
Hair
(2013)
Essentials
of
Marketing
Research
3rd
Editiom,
New
York:
Mc-Graw
Hill
Companies,
Inc.
Malhotra,
Naresh
K.
(2007)
Marketing
Research:
an
applied
orientation,
Upper
Saddle
River,
NJ:
Pearson/
Prentice
Hall
B. Internet
The
Market
Research
Process:
6
steps
to
success,
retrieved
from
http://www.mymarketresearchmethods.com/the-market-research-process-6-steps-to-
success/,
retrieved
on
October
2011
Steps
in
the
Marketing
Research
Process,
retrieved
from
http://2012books.lardbucket.org/books/marketing-principles-v1.0/s13-02-steps-in-the-
marketing-researc.html,
retrieved
on
December
2009
VII.
How
to
do
Market
Research
in
5
steps,
retrieved
http://www.business.vic.gov.au/marketing-sales-and-online/increasing-sales-through-
marketing/doing-market-research,
retrieved
on
April
2010
Course
Requirements
A. Marketing
Research
Paper
VIII.
Grading
System
Midterm
Grade
Tentative
Final
Grade
Prelim
Examination
25%
Semi-final
Examination
25%
Midterm
Examination
25%
Final
Examination
25%
Class
Standing
50%
Class
Standing
50%
Total
100%
Total
100%
Midterm
Grade
+
Tentative
Final
Grade
Final
Grade
=
2
from
