| Course ID: | MARK 4000. 3 hours. |
| Course Title: | Marketing Research for Business Decisions |
Course
Description: | The value and methods of marketing research in the context of
business decision making. The course first stresses the
process of obtaining information, and then emphasizes the use
of this information to reduce the risks in marketing decision
making. |
| Oasis Title: | Market Research Business Decis |
| Duplicate Credit: | Not open to students with credit in MARK 4000E, MARK 4000H |
| Prerequisite: | (MARK 3000 or MARK 3000H or MARK 3000E or MARK 3001 or MARK 3001H or MARK 3001E ) and (MSIT 3000 or MSIT 3000E or MSIT 3000H or MSIT 3001 or BUSN 3001 or BUSN 3000 or BUSN 3000E or BUSN 3000H) |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Upon completion of this course the student should:
• Realize the importance of marketing research in making
effective marketing decisions
• Understand the relevance of secondary data in marketing
• Understand the advantages and disadvantages of major
primary data collection methodologies (survey, focus group,
observation, experimentation)
• Understand the importance and application of appropriate
statistical methods in marketing research
• Be able to assess, evaluate and communicate research findings |
| Topical Outline: | Definition and importance of marketing research
• Problem Definition and approach
• Introduction to Research Design
• Secondary data
• Emerging information technology as it applies to marketing
research
• Qualitative research
• Survey and Observation
• Experimentation
• Measurement and scaling
• Questionnaire design
• Sampling
• Data collection and preparation
• Application of Statistical Methods
• Reporting Results |