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HA.E118 - Applied International Marketing Research* *NOT ESTABLISHED*

Faculty
Phillip C. Nell
Course Coordinator
Phillip C. Nell
Prerequisite/progression of the course
The course requires familiarity with basic marketing and international management concepts.
Course content, structure and teaching
The increasing complexity and globalization of industry and commerce and the ensuing competitiveness means that companies must take a more sophisticated approach to appraising their existing markets and developing new ones – (international) marketing research is the first step in that process. The course addresses the discovery, evaluation and design of goods/services requirements for the international market place and demonstrates the role of international marketing research within the context of an organization.
The lecture program is designed to introduce students to the key elements of international marketing research and begins with an examination of the central role of marketing research to the field of marketing and marketing science. The course then considers various types of research methods available to market researchers and specific marketing research applications. Throughout the course, key ideas, concepts, and techniques will also be discussed from an international perspective.
In the process students will have the opportunity to learn “hands-on” to design and execute a marketing research project. The group project is designed to engage students in a “real world” research experience, and it is expected that students conduct a considerable amount of work outside the classroom. Students are encouraged to read relevant chapters in the recommended textbooks prior to attending class.
The course includes the following topics:
  • The need for and principal problems of international marketing research
  • The research process
  • Research methods
  • Measurement and sampling
  • Questionnaire design
  • Basic statistical analysis and presentation of results
  • Issues in global / international marketing research
Students will be assessed on:
  • Their knowledge on the content domain of Global Marketing Research (oral examination)
  • Their quality of the mini project (oral examination)
The course's development of personal competences
After completing the course the student will be able to:
  • assess the nature and scope of (international) marketing research
  • describe key marketing research terminology, concepts and theories
  • understand and appreciate the complexities of marketing research and its relevance to international marketing practice
  • to design and conduct international marketing research (secondary, and primary research (qualitative and quantitative ))
  • to evaluate (international) marketing research projects regarding their quality of findings and issues in methodologies.
Learning Objectives
The course has been designed to achieve the following:
  • To provide a basic appreciation of the information requirements in various marketing situations,
  • To provide a systematic methodology for gathering, recording and analyzing marketing information
  • To show how market research can be utilized by management in order to improve the effectiveness of the marketing decision making process.
  • To provide detailed insight into complexities of conducting marketing research in an international context
Type of examination, exam aids and assessment
Oral exam based on mini-project-
Students at the HA programme are able to write their bachelor project in connection with this course: No
Recommended literature
  • Hair, Bush & Ortinau (2003): Marketing Research – Within a Changing Information Environment, 3r Edition, McGraw Hill
  • Field, A. (2005): Discovering statistics using SPSS, 2nd edition, London et al. Sage Publications.
  • Davis, T., Young, R. (2002): International Marketing Research: A Management Briefing, Business Horizons, March-April 2002, p.31-38.
  • Hill, W.Y., Milner M. M. (2003): Guidelines for graphical displays in financial reporting, Accounting Education 12 (2), p. 135-157.
  • Salzberger, T., Sinkovics, R., Schlegelmilch , B. B.(1999): Data Equivalence in Cross-Cultural Research: A Comparison of Classical Test Theory and Latent Trait Theory, Australasian Marketing Journal , 7(2), 23-38
  • Wansink, B. (2000): New techniques to generate key marketing insights, Marketing Research: A Magazine of Management & Applications, Volume 12, 2, 28-36.
  • Baumgartner, H. , Steenkamp, J.-B. E. 2001. Response styles in marketing research: A cross-national investigation. Journal of Marketing Research, 38(2): 143–156.
  • Do Reverse-Worded Items Confound Measures in Cross-Cultural Consumer Research? The Case of the Material Values Scale. Journal of Consumer Research, Vol. 30 (1), p. 72-91
  • Craig, C.S., Douglas, S.P. (2001), Conducting international marketing research in the twenty-first century, International Marketing Review, Vol. 18-1, pp. 80-90.

Last updated by The electives office 21/12/2009