55《市场研究》课程简介英文版.docx

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1、CourseIntroductionMarketingResearchCourseName：MarketingResearchCourseCode:Prerequisites：MarketingManagementFo11ow-upCourses：BrandManagement;IntegratedMarketingCommunicationBi1ingua1TeachingorNot：Fu11Eng1ishCredits：2.0Tota1CreditHours：321ectureHours：32E)erimentHours：0ProgrammingHours：0PracticeHours：0

2、Schoo1：Schoo1OfBusinessJiangnanUniversityTargetMajor：Marketing;BusinessAdministrationCourseDescriptionThisisaursedesignedforundergraduatestudensmajoringinbusinessadministration.Itaimstoprovidestudentwithanintroductionofthebasicconceptsandtheoriesofmarketingresearch,andenab1ethemtoapp1yconceptsandthe

3、oriestoidentifyprob1ems,designresearchproject,co11ectinformation,ana1yzedata,andfindso1utions.By(heendofthecourse,studentsshou1dbeab1etocritica11yana1yzemanageria1prob1ems,trans1ateprob1emsintoresearchquestions,anddesigneffectmarketingresearchstudiestoso1vetheprob1ems.Thecoursewi11bede1iveredas1ectu

4、res.CourseResourcesTextbooks:BasicMarketingResearch,8e,byBurns,Veeck,andBush,Pearson:2019ReadingMateria1s: Andreasen,A1anR.,*tBackwardMarketResearch,HarvardBusinessReview,May-June1985,pp.176-182 Star,StevenH.andUrban,G1en1.,uTheCaseoftheTestMarketToss-up,HarvardBusinessReview,September-October1988,p

5、p.10-14(a1soreaditWhitherSweetDream”fo11owingthecase,pp.14-25) Henderson,NaomiR.,“TheMostImportantQuestionsaretheOnesYouAsktheC1ient5,MarketingResearch,Winter2010,pp.28 Henderson,NaomiR.,“AnAhaMomentCrModerators,MarketingResearch,Spring2011,pp.29-30 McCu11ough,Pau1R.,44ThePeri1sofOn1ineSurveys”，MarketingResearch,Fa112011,pp.38-39 Curry,J.,UnderstandingConjointAna1ysisin15Minutes,SawtoothSoftwareResearchP叩erSeries,1996.Author：Ma,ZhenfengApprovedby:1iFeng