Detailed Syllabus

 

CPM001                         Marketing Research

 

Objective:

To provide candidates with the fundamental skills in research design and analyses necessary for making

sound marketing decisions. Given the diverse economic, educational and cultural characteristics in the Asia

Pacific region, marketing researchers would have to be sensitive to cross-cultural differences that may

impact their approach and results. As consumers become more sophisticated along with the economic

progress in their respective countries in the region, research techniques will need to accordingly evolve. This

course provides a range of practical research methods. Applications and drawbacks of each technique will

be discussed in the context of the Asia Pacific market.

At the end of this course, candidates should be able to:

1.    Understand the proper use of various research techniques (the when and how to use them) either for

       improving in-house research or for evaluating research projects farmed out to external research

       consulting firms.

2.    Know at least some of the techniques used for different research objectives (e.g., customer profiling vs.

       product testing vs. price testing);

3.    Design efficient and effective research that provide solutions to stated objectives;

4.    Apply the research results for managerial implications; and

5.    Appreciate the intricacies of conducting marketing research in the Asia Pacific region.

1. The Research Process

• Purpose
• General steps in doing research
• Secondary vs. Primary Research
• Qualitative vs. Quantitative Research

2. Qualitative Research Techniques

• Observation
• Focus Group
• Conditions under which each technique is more applicable
• Suitability for various Asia Pacific countries

3. Quantitative Research Techniques

• Surveys (including issues in questionnaire development such as measurement and translation and back-translation)
• Experiments
• Conditions under which each technique is more applicable
• Suitability for various Asia Pacific countries

4. Sampling

• Purpose
• Sampling Considerations, Methods & Procedures
• Problems with proper sampling of Asia Pacific consumers
• Overcoming these sampling problems

5. Applications   

• Assessing market potential and sales forecasting
• Customer profiling
• Product research
• Price testing
• Assessing Promotion Effectiveness

6. Research Report Preparation & Presentation

• Format
• Writing Style

7. Marketing Research in the Asia-Pacific

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