Marketing Management Research Methodology

This course discusses how research is designed and implemented within the scope of Marketing Management, using both quantitative and qualitative approaches. Materials provided before the midterm exam include: Introduction to Marketing Research, The Research Process: An Overview, Qualitative Research, Observation Studies, Survey Research, Experimental Research, and Proposal Presentation. Meanwhile, materials provided after the midterm exam include Measurement & Scaling Concept, Questionnaire Development, Population & Sampling, Qualitative Data Analysis, Quantitative Data Analysis, Report Preparation and Presentation, and Mini Research Presentation.