Reading and learning
material
Textbook
William G. Zikmund, Barry J. Babin. Essentials of Marketing Research, 3rd
edition. South-Western. 2007.
Technology tools
SPSS
A statistical software package, SPSS, will supplement the
course work. You should quickly familiarize yourself with
SPSS since you will need to complete assignments with it and
use it in your research project. I will have a series of introductory
sessions in the lab to get you going.
SurveyPro
When designing the questionnaires for your research projects,
you will learn how to use SurveyPro and design your questionnaires
using it. It is a professional grade software that will produce
professional looking survey forms. Due to the licensing agreements
with Apian Software, SurveyPro is accessible to only five
users at a time. If we plan group works well, this limitation
should not cause any appreciable hardship for anyone but you
should spare time to learn how to use it for your own development. Using this tool, you can also conduct online surveys using the Internet if your project requires such an application.
I will have workshops on SPSS and SurveyPro. If there is
enough need and interest in the class, I will be glad to organize
workshops on other technology tools like word processing and
e-mail. Organize groups and let me know that you would like
a training session. We will arrange a mutually agreeable time.
The Internet
In addition, you will find the Internet a valuable resource.
I intend to use e-mail as the primary mode of communication
with the entire class and encourage you to learn quickly and
use it regularly. To receive priority treatment in my response
time, make sure to put MRES (upper or lower case) somewhere
on the subject line.
As convenient as electronic mail may be, it is not a substitute
for face-to-face communications. Do come to see me in my office
too.
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