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Marketing Research




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Course level: Undergraduate

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.



What you'll learn

Course skills and outcomes

Introduction to Market Research

  • Define the concept and elements of market research.
  • Illustrate the importance of marketing research to management.
  • Demonstrate the value of market research in the global economy.
  • Determine situations in which market research is needed based on analysis of advantages and disadvantages.

The Research Process

  • Examine useful marketing research tools.
  • Compare primary and secondary research methods.
  • Compare qualitative, quantitative, and mixed methods of research.
  • Relate applications of observational and experimental research to marketing problems.

Data Collection and Measurement Techniques

  • Describe various attitude measurement scales and how they are used in questionnaire design.
  • Develop data collection instruments that align with an implementation plan.
  • Conduct market research utilizing secondary resources.
  • Recommend sampling procedures for marketing problems.

Implementation of Market Research

  • Analyze data collected on an original semantic differential questionnaire.
  • Transform raw data into marketing information.
  • Assess market research methods used to gather descriptive statistics.

Recommendations and Presentation of Marketing Research Results

  • Present information using descriptive statistics.
  • Recommend marketing strategies and tactics that are supported by market research data.


Why take courses at University of Phoenix

Accreditation that matters

We’ve been accredited by the Higher Learning Commission ( for more than 40 years.

Real-world instructors

Learn from instructors who bring an average of 25 years of working experience to the classroom.

Affordable and potentially reimbursable

Our tuition and fees are competitive and fixed. Also, check to see if your employer will cover you for this course.

Next Steps

Start a conversation about your future with an enrollment representative today.

Start a conversation about your future with an enrollment representative today.

Call (844) 937-8679

Transfer Credits

Credit Transfer

Credit Transfer

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