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Syllabus

MET AD 856 Market and Economic Research and Analysis

Fall 1 2025

Course Description

This course will provide a comprehensive discussion of market and economic research and analysis, their key concepts, process descriptions, qualitative and quantitative techniques for market research and data analysis, and application scenarios. Students will gain an appreciation for the breadth and depth of this subject and its significance to business enterprises—both start-up entrepreneurship and established business organizations. The structure of the course is based on the six steps of the market-research process: problem definition, development of an approach to the problem; research design formulation; fieldwork and data collection; data preparation and qualitative and quantitative analysis; report preparation, and presentation.

Prerequisites

There are no prerequisites, but as a graduate-level course, it is assumed students have taken some introductory international business and economics courses during their undergraduate studies.

Learning Outcomes 

Upon successful completion of this course, each student should be able to do the following:

· Develop participants' problem-analysis skills and ability to translate a market-management problem into a feasible market-research project. Provide participants with a working knowledge of the concepts and technical methods of market research.

· Provide a general understanding of market research, what kinds of information it can provide, and how marketing managers can adequately use it. Provide an overview of the structure of science in marketing and the market-research industry.

· Enhance students' sensitivity to the biases and limitations of different research designs, methods, and market data. Examine alternative research designs, their relative strengths and weaknesses, and ethical issues in market research.

· Provide an analysis of the comparative advantages and disadvantages of secondary and primary data-collection strategies.

· Provide an understanding of how to generate data and information by surveying and to make observations of consumers and organizations.

· Examine major types of sampling plans and their advantages and disadvantages, and consider how sample sizes for surveys are determined.

· Understand the meanings of measurement, validity, reliability, generalizability, and scaling, and their application in marketing data.

· Assess various quantitative and qualitative research methods and techniques, including statistical techniques for data analytics and the use of a survey, semistructured interviews, case analysis, and coding of data, respectively, through data gathered during market research.

· Examine the logic of data-analysis and how to develop a data analysis plan, while familiarizing participants with some traditional and newer approaches to analyzing market data, to understand the marketing-mix variables better, and assess demand for new products and services.

· Learn how to make specific, budgeted, strategic market recommendations based on statistical results that will help a firm improve its performance.

Students will attain the learning objectives throughout the semester by reading assigned materials in the text and cases, completing other assignments, watching videos, completing examinations, attending lectures and discussions, and reading various articles on market research. Written lecture notes available on the course website and weekly Live Classrooms will extend and supplement the topics covered in the textbook and provide different perspectives on it.