《Market Research and Forecasting》Syllabus

Course Number:           2105608950 

Course Name:               Market Research and Forecasting

Instructors:                    Liu Yijun

Required Text:      CHEN Qijie. Market Research and Forecasting (Fourth Edition)[M].Shanghai:Shanghai University of Finance and Economics Press,2022

Course Description:      This course is an applied discipline that studies the methods and techniques of market research and market forecasting. Through the study of this course, students will understand the research scope, application fields and development directions of market research and forecasting, and stimulate students' interest in market research and forecasting. Understand the characteristics and rules of market research and market forecasting, master the basic methods and general procedures of market research and market forecasting, cultivate students' thinking habits of investigation and forecasting and correct methods of problem solving, master market research planning, market research methods, questionnaire design, data analysis and sorting, qualitative and quantitative forecasting methods and other subject knowledge, be able to apply the knowledge learned to solve various survey needs faced by enterprises, and carry out data processing and market forecasting, so as to provide scientific basis for the correct decision-making of enterprise managers.

                                                                                                   Credits/Teaching Hours

This course covers an overview of the basic areas of business:     (3 credits/48 lecture hours)

   I.   Chapter 1 Overview of Market Research and Forecasting               2 hours of instruction

Section 1 Concepts, Characteristics and Types of Market Research

Section 2 Concepts, Characteristics and Types of Market Forecasts

Section 3 Procedures and Contents of Market Research and Forecasting

Section 4 The Function, Status and Role of Market Research and Forecasting     

  II.   Chapter 2 Market Research and Forecasting Industries, Institutions and Personnel   2 hours of instruction

Section 1 Market Research and Forecasting Industry Development and Structure

Section 2 Institutions for Market Research and Forecasting

Section 3 Selection of Professional Institutions for Market Research and Forecasting

Section 4: Selection, Training, and Management of Market Researchers

Ⅲ.   Chapter 3 Market Research Planning                                                5 hours of instruction

       Section 1: The Concept and Role of Market Research Planning;

Section 2: Establishment of market research topics

Section 3 Planning plan for market research

IV.   Chapter 4 Methods for Collecting Market Research Data                6 hours of instruction

       Section 1: Primary and Secondary Materials

Section 2: Desk Investigation Methods and Their Applications

Section 3: Interview Investigation Method

Section 4: Observational Investigation Method

Section 5: Experimental Investigation Methods

Section 6: Online Surveys                                                                                 

  V.   Chapter 5 Sampling Techniques for Market Research                     7 hours of instruction

       Section 1 Overview of Sampling Techniques

Section 2 Determination of population and sample size

Section 3: Random sampling techniques

Section 4: Non-random sampling techniques

Section 5 Sampling Error and Its Measurement

VI.   Chapter 6 Questionnaire Design                     6 hours of instruction

Section 1: The Meaning and Function of the Questionnaire

Section 2 Types and Structure of Questionnaires

Section 3: Steps and Principles of Questionnaire Design                 

VII.   Chapter VII Statistical Analysis of Market Research Data               6 hours of instruction

       Section 1: Collation and statistics of market research materials

Section 2: Review of market research materials

Section 3 Descriptive Statistical Analysis

Section 4: Handling of Market Research Information

Section 5 Preliminary Application of SPSS Software

Ⅷ.   Chapter 8 Qualitative Analysis and Forecasting Methods                4 hours of instruction

Section 1: Consumer Intent Prediction Method

Section 2 Expert Opinion Market Forecasting Method

Section 3 Judging the Market Forecasting Method

Section 4 Theoretical Analysis and Market Forecasting

Ⅸ. Chapter 9 Quantitative Analysis and Forecasting Methods  6 hours of instruction

Section 1: Time Series Forecasting

Section 2: Regression Analysis and Prediction Method

Ⅹ  Chapter 10 Writing market research reports               4 hours of teaching

Section 1: Basics of Writing Market Research Reports

Section 2: Material Analysis of Market Research Reports

Section 3: Structure of Market Research Report

Section 4: Writing Skills for Market Research Reports

Section 5: Reporting and Communication of Market Survey Results

Section 6: Examples of market research reports

Total (Instructional Hours)                                                                           48 

                                                                                                                Teaching hours

Summary of UG CPC Topics Covered in this Course:                   (48Teaching hours)