About DGM101 — Market Research and Competitive Landscape
This course provides students with a comprehensive understanding of marketing research and its practical applications in the business world. Students will learn about the purpose and benefits of marketing research, how it can be tailored to different business orientations, and how to integrate research findings into strategic planning. The course also delves into the exciting realm of big data, teaching students about its value, data characteristics, and the ethical considerations that come with its usage.
The marketing research process is thoroughly explored, covering topics such as applying research, categorizing different types of research, and understanding the various stages and steps involved. Organizational and ethical issues in marketing research are also addressed, including considerations of research conduct, career opportunities, the dynamics between management and researchers, and ethical dilemmas that may arise.
Qualitative research is another key area covered in the course, with a focus on understanding its distinctions from quantitative research, recognizing its strengths, and utilizing digital tools effectively. Students will also delve into the realm of secondary data research, including discussions on reliability, identifying sources, and understanding the impact of single-source data and globalization.
Survey research is explored as a powerful tool for gaining insights into human behavior, with a comprehensive overview of different research methods, error sources, and ethical considerations. Observation techniques, both direct and contrived, are also covered, along with ethical considerations in research involving observation.
Conducting experiments is a critical aspect of marketing research, and students will learn about designing effective experiments, maximizing validity, and ensuring ethical practices. Other important topics covered include measurement, attitude scaling, questionnaire design, sampling techniques, and data analysis.
Finally, the course emphasizes the significance of effectively communicating research results. Students will gain insights into creating report outlines, presenting data visually through charts and tables, and delivering compelling oral presentations.
