Examines marketing research process; steps of research design, questionnaire construction, sampling, data analysis, evaluation/presentation of findings, online research, and web surveys. Class project provides practical application. Prerequisite: MKTG 301; either ECON 311, QMETH 201, STAT 220, STAT 301, STAT 311, or STAT 390; may not be repeated. Offered: AWSp.
You will learn how to collect reliable data efficiently and effectively and how to analyze “real life” data using statistical software. It is imperative that you have a strong understanding of the techniques and issues involved in collecting and analyzing data to judge the adequacy of the information with which you are presented. You will gain hands-on experience in collecting and analyzing data.
Student learning goals
To define the marketing research process as well as help you determine when and what type of marketing research should (vs. should not) be conducted.
To develop and refine your research design, collection and analytical skills.
To provide a forum for presenting your analyses and strategic recommendations as well as for critically examining the analyses and recommendations of others.
General method of instruction
Each class session will be a combination of lecture, discussion, and some time to work on the group project. The textbook is used as a guide and as a reference. The most relevant sections of the book are indicated on the class schedule. Class sessions will be devoted to probing, extending, and applying the concepts covered in the text material. Lecture notes and additional materials will be made available throughout the quarter on Canvas (CV). The computer and database exercises are designed to give you “hands-on” experience with marketing research analyses. Project teams should arrange times to meet with their group regularly outside of class hours.
Class assignments and grading
Your grade in the course will be based on both individual and group work. Grades will be computed as follows:
A. Midterm 25% B. Marketing research group project 40% C. Homework 25% D. Class participation 10%
A. Midterm Exam: (25%)
The exam will cover material from the lecture notes, class discussion, and any supplementary readings and exercises provided during the course. The exams will include multiple choice and short answer questions. You may use a calculator. The midterm exam is close books and close notes.
B. Marketing research group project (40%) We will divide the class into study groups, and the marketing research project and case presentation will be done within that group.