MKT560 Marketing Research
Course Description
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.
Topics and Objectives
Overview of Marketing Research
- Analyze the various roles and influences of marketing research.
- Explain the steps in the marketing research process.
- Evaluate the components of a research proposal.
Research Design and Application
- Apply the problem definition sequence to an organizational opportunity or challenge.
- Differentiate between primary and secondary research.
Primary Data Collection Instruments
- Design collection instruments for exploratory, descriptive, and causal research.
Sampling and Data Collection
- Evaluate sampling strategies.
- Compare and contrast data collection techniques.
- Design data collection tools to support sound research.
Data Analysis and Interpretation
- Identify statistical tests that may be applied to the interpretation of given or collected data.
Integration and Application
- Critique a research project, taking into account limitations, applications, and future research.
- Prepare a research report applying research findings to organizational decision making.
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