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. To enroll, speak with an Enrollment Advisor.

Topics and Objectives

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.
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.
Primary Data Collection Instruments
- Design collection instruments for exploratory, descriptive, and causal research.
Research Design and Application
- Apply the problem definition sequence to an organizational opportunity or challenge.
- Differentiate between primary and secondary research.
Sampling and Data Collection
- Evaluate sampling strategies.
- Compare and contrast data collection techniques.
- Design data collection tools to support sound 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.

Marketing Research –

mkt560

Data Analysis and Interpretation

Integration and Application

Overview of Marketing Research

Primary Data Collection Instruments

Research Design and Application

Sampling and Data Collection

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