Marketing Research –

mkt560

(3 credits)

This course is designed to integrate theory and practice and develop students analytical skills in marketing research methodology. Students apply methods and techniques for the collection, analysis, interpretation, and presentation of primary and secondary data toward the solution of current marketing problems.
This graduate-level course is weeks. This course is available as part of a degree or certificate program. To enroll, speak with an Enrollment Advisor.

Sampling and Data Collection

  • Design data collection tools to support sound research.
  • Compare and contrast data collection techniques.
  • Evaluate sampling strategies.

Research Design and Application

  • Differentiate between primary and secondary research.
  • Apply the problem definition sequence to an organizational opportunity or challenge.

Primary Data Collection Instruments

  • Design collection instruments for exploratory, descriptive, and causal research.

Overview of Marketing Research

  • Evaluate the components of a research proposal.
  • Explain the steps in the marketing research process.
  • Analyze the various roles and influences of marketing research.

Integration and Application

  • Prepare a research report applying research findings to organizational decision making.
  • Critique a research project, taking into account limitations, applications, and future research.

Data Analysis and Interpretation

  • Identify statistical tests that may be applied to the interpretation of given or collected data.

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