mkt441 | undergraduate
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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.
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