This course will explore the importance of marketing research as an essential part of the business agenda, the steps required in marketing research, ethical implications, and the use of marketing research results in decision making. It will focus on international marketing research, as companies operate in many different environments nowadays. Implications of culture will be discussed as well.


During the course, students will look at the whole process, from identifying the business problem, to developing the research design, conducting the field work, data collection and data analysis, presentation of the results, and decision making based upon research outcomes.



Upon completion of this course, students should have a critical appreciation and informed understanding of the following:

– The importance of marketing research in problem solving and decision making.

– Ethical implications of marketing research.

– Issues relevant to international marketing research.

– How to develop different research designs.

– How to conduct marketing research.

– How to find solutions based upon results of research.


Students will engage in lecture, exercises, and cases to be completed individually or in teams, group discussion, and presentations of cases on the following topics:

– The Role and Value of Marketing Research Information

– Designing the Marketing Research Project/ Epistemology of research

– Primary and Secondary research

– Qualitative and Quantitative Research Techniques

– Case Study research

– Gathering and Collecting Accurate Data

– Data Preparation, and Data  Analysis

– The usage of NVivo 11 for windows in doing qualitative data analysis

-The usage of SPSS in doing quantitative data analysis

-Reporting the Results

– Learning from the research projects and decision making


Required Readings:

– Hair, J.F., Wolfinbarger, M. F., Ortinau, D.J., Bush, R.P. (2012) Essentials of Marketing Research McGraw-Hill Education: New York


– Hair, J.F., Bush, R. P.,  Ortinau, D.J. (2009) Marketing Research in a Digital Information Environment McGraw-Hill: New York


– Gilbert, N. (2001) Researching Social Life Sage Publications: London



The evaluation will be based on the following as they relate to the course objectives and outcomes:

Class participation-20%. (30 hours –in class)

Mid term exam -10%

Group project – 20%

Final Exam -20 %

Individual research project 30%



Formative assessment of learning will be based on the evaluation of class participation, case presentations, group projects, and individual project.  It will be recorded as a letter grade.

Faculty: Business &Economics.

Department: Business.

Grade: Undergraduate.

Majors: Business.

Study Fileds: Marketing.

Course Year: 3.

Course Program: ESC.


Instructor: Bici Alma

Credits: 4

Prerequisite: Statistics II, Principles of Marketing, senior status