mkt441 | undergraduate

Marketing Research

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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 This course is available to take individually or To enroll, speak with an Enrollment Representative.

Course details:

Credits: 3
Continuing education units: XX
Professional development units: XX
Duration: 5

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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.

    Introduction to Market Research

    • Identify situations in which market research is needed.
    • Define market research.
    • Describe the importance of marketing research to management.
    • Explain the value of market research in the global economy.

    The Research Process

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

    Interpretation of Market Research

    • Transform raw data into marketing information.
    • Analyze data collected on an original semantic differential questionnaire.

    Recommendations and Presentation of Marketing Research Results

    • Present information using descriptive statistics.
    • Recommend marketing strategies and tactics based on market research.
    Tuition for individual courses varies. For more information, please call or chat live with an Enrollment Representative.

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    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 Representative.

    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.