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Monic Sun

 

 

 

Courses

The goal of this course is to provide a fundamental understanding of marketing research methods.  Marketing research is an organized way of developing and providing information for decision-making purposes.  This course is aimed at the marketing strategist, who is responsible for determining the scope and direction of research activities conducted on his/her behalf and who will use the research to inform key decisions.  This could be a marketing manager at a large firm making decisions about a new or established product, or an entrepreneur who needs to understand the market for their new venture.

The main objectives of the course are:

  1. To provide the students with the skills for systematic problem analysis and to translate management problems into the appropriate marketing research problems.
  2. To help students to develop a critical eye for marketing research and appreciation for its potential `    contributions and limitations.
  3. For students to gain a working “hands-on” experience with the full process of marketing research from the formulation of the research problem through the research design, the data collection methods, the questionnaire design, the sampling schemes, the data analysis, and actionable findings

This course will focus on how both qualitative and quantitative aspects of marketing research can help managers to address substantive marketing problems including: market segmentation, targeting and positioning, estimating market potential, forecasting demand, developing advertising and pricing, and introducing new products.

To achieve the course objectives we use a combination of lectures, guest lectures, case discussion, and exercises.  Additionally, there is a course project that provides the students with the opportunity to integrate the steps in the marketing research process discussed in class.  Class sessions will be devoted to probing, extending, and applying material found in the text.  Analysis of cases will form the basis for applying the concepts in real-world situations, and you are expected to come well prepared for these class discussions.  An important aspect of the course involves getting "hands-on" experience with marketing research problems through the exercises.  Ultimately, the project will require you to integrate everything you’ve learned to conduct an actual research project from problem definition through a final report.

 

  • MKTG 644: Quantitative Research in Marketing: Strategic Models and Methods

This seminar will review major contributions and recent developments in marketing with a particular emphasis on the strategic interactions between firms. We will examine how firms craft their product, pricing, advertising, sales force, and channel strategies to create and sustain competitive advantage. A main purpose of the course is to generate new ideas, new research topics, and new applications for existing concepts and theories.