http://www.phoenix.edu
Marketing Research –
mkt441
(3 credits)
This course covers basic research methodology applied to marketing issues. Students study methods and techniques for collection, analysis, and interpretation of primary and secondary data for customer and business marketing.
This undergraduate-level course is 5
weeks.
To enroll, speak with an Enrollment Advisor.
-
Introduction to Market Research
- Define market research.
- Describe the importance of marketing research to management.
- Explain the value of market research in the global economy.
- Identify situations in which market research is needed.
-
The Research Process
- Examine tools in marketing research.
- Compare and contrast primary and secondary research methods.
- Compare and contrast qualitative and quantitative research.
- Relate applications of observational and experimental research to marketing problems.
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Data Collection and Measurement Techniques
- Describe various attitude measurement scales and how they are used in questionnaire design.
- Develop survey instruments and an implementation plan.
- Conduct market research utilizing secondary resources.
- Recommend sampling procedures for marketing problems.
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Interpretation of Market Research
- Analyze data collected on an original semantic differential questionnaire.
- Transform raw data into marketing information.
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Recommendations and Presentation of Marketing Research Results
- Present information using descriptive statistics.
- Recommend marketing strategies and tactics based on market research.
- The University of Phoenix reserves the right to modify courses.
- While widely available, not all programs are available in all locations or in both online and on-campus formats. Please check with a University Enrollment Advisor.
- Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.
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Find out how we can help you meet your goals. Not all courses are available to residents of all states. Ask your Enrollment Advisor for details.
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