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.
General overview of the various aspects of marketing research including research design, questionnaire construction, sampling, and selected data analysis techniques. Students have the opportunity to conduct a real world marketing research project.
Student learning goals
Application of marketing research methods to solve marketing problems
Conduct a marketing research project
Critical thinking and teamwork
General method of instruction
Lectures and class discussion mainly. A comprehensive four-part case has been developed to integrate key concepts in the course and to illustrate applications of data analysis techniques using SPSS. A number of workshops are scheduled to help students focus on relevant topics related to specific team projects.
Basic knowledge of statistics and interest in solving marketing problems.
Class assignments and grading
Analysis of selected case problems and team projects.
Examinations (2), research project, and class participation.