《Market Research and Forecasting》 Syllabus

Course Number:            2110060806

Course Name:               Market Research and Forecasting

Instructors:                    Yulian Wang

Required Text:              Zhuang Guijun. Market Survey and Forecast (3rd Ed.) [M]. Beijing: Peking University Press, 2020.

Course Description:      This course is a professional platform required course for marketing majors. The purpose of this course is to develop the students' skills in using market research and the behavior of market research and prediction. Therefore, through the teaching of this course, students are required to master the concepts and ideas of market research and market prediction, and be able to skillfully use the basic theories, models, methods and techniques of market research and market prediction to carry out market research, market analysis and market trend judgment, and then make correct market prediction.

                                                                                               Credit /Teaching Hours

Outline of UG CPC Topics Covered in this Course :   (3Credits/48 Teaching Hours)

       I. Introduction to Market Research and Forecasting                               2 Teaching hours - Meaning and characteristics of market research and forecasting;

- The procedure, scope and function of market research and forecasting

II.Development and Structure of the Market Research and Forecasting Industry     

2 Teaching hours                                               

- The Development of the Market Research and forecasting industry

- Types and functions of professional institutions of market research and forecasting

III. Market Research Planning                                 4 Teaching hour

- The concept, function and principle of market research planning

- The meaning and type of market research

- Content and evaluation of market research planning

IV .4 Methods of collecting market research data                  6 Teaching hours

- Meaning, sources, advantages and disadvantages of primary and secondary data

- The method of copywriting investigation

- Method of access

IV .Method of observation

- Experimental method

- Network survey method

V .Questionnaire Design                                    8 Teaching hours

- Types and structure of the questionnaire

- The steps and techniques of questionnaire design

VI .Sampling Techniques for Market Research                  6 Teaching hours

- An overview of sampling research

- Probability sampling and non-probability sampling

- Sampling Error

VII .Statistical Analysis of Market Research Data               8 Teaching hours

- Integration and collation of market research data

- Data analysis methods

VIII .Qualitative Analysis Methods                          4 Teaching hours

- Expert Opinion Forecasting Method;

- Subjective probability method

- Delphi method

IX .Methods of Quantitative Analysis                        4 Teaching hours

- Time Series Analysis

- Trend forecasting method

- Regression analysis forecasting method

X . Writing Market Research Reports                     4 Teaching hours

- Content and structure of market research research reports

- Writing skills of market research report

              Total (teaching hours)                                                                    48

Summary of UG CPC Topics Covered in this Course.                  (48 Teaching Hours))