Course Code: N1I00550 Credits: 3.0
Total Hours: 48 Theory Hours: 32 Practice Hours: 16
Prerequisites: Management, Applied Statistics, Marketing
Target Students: Undergraduate students majoring in Business Administration and Marketing
Course Description:
Marketing Research is a compulsory course for Business Administration majors. Through a combination of theoretical instruction and hands-on practice, this course aims to equip students with essential marketing research theories and methodologies. By completing this course, students will not only gain foundational knowledge of marketing research but also develop practical data analysis skills and the ability to write professional market research reports.
Learning Outcomes:
Understand the fundamental concepts, functions, and significance of marketing research.
Master the principles of marketing research design, data collection, and analytical methods.
Be proficient in using SPSS software for data analysis.
Develop the ability to create research proposals, design surveys, choose appropriate sampling techniques, collect and analyze data, and compile comprehensive market research reports.
Cultivate an objective, truth-seeking attitude, a spirit of innovation, teamwork awareness, and a strong sense of professional ethics and responsibility.
Teaching Methods:
This course adopts the BOPPPS flipped classroom blended learning model, integrating project-based learning, task-driven approaches, and self-directed learning strategies.
Theoretical instruction: Lectures and case studies are used to help students develop a deep understanding of marketing research concepts.
Practical training: Students engage in activities such as survey design, data collection, and data analysis to enhance their hands-on skills.
Scenario-based learning: Real-life market research projects are introduced as learning tools to encourage students to apply theoretical knowledge in practice.
Group collaboration: Students work in teams to conduct literature reviews, design questionnaires, analyze data, and prepare market research reports, fostering their teamwork and communication skills.
Online resources: Students access digital learning materials, including video tutorials, quizzes, and discussion forums, via Zhejiang Provincial Higher Education Online Open Course Platform to support independent learning.
Assessment Methods:
Grades consist of continuous assessment (50%) and a final exam (50%).
Continuous assessment includes online components (20%) and offline components (30%).
The online portion evaluates students’ engagement with video lectures, assignments, quizzes, and online discussions.
The offline portion assesses students’ research reports, classroom participation, and teamwork.
The final exam (50%) is a closed-book assessment that focuses on students’ mastery of fundamental marketing research theories and their ability to apply these theories to solve practical problems.
