| Course ID: | MARK 7200. 3 hours. |
| Course Title: | Marketing Research Design and Data Collection |
Course
Description: | Foundational course covering the marketing research industry,
research process, and data collection procedures at an advanced
level. Students gain hands-on experience with current data
sources, acquisition, and analytics methods using tools of the
profession. Resources include syndicated data, panels, and
professional online interview software. |
| Oasis Title: | Mark Rsch Design and Data Coll |
| Prerequisite: | Permission of department |
Semester Course
Offered: | Offered summer semester every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | • Understand the marketing research process and its importance
to marketing decision making
• Understand the marketing research industry
• Develop familiarity with current design and data collection
resources and methodologies
• Develop the ability to assess the appropriateness of
alternative design and data collection methodologies for
different applications
• Develop design and data collection skills utilizing current
technology |
| Topical Outline: | • Definition and importance of the marketing research process
• The marketing research industry
• Problem definition and objectives
• Research design
• Secondary data
• Qualitative research
• Survey and observation
• Measurement and scaling
• Questionnaire design
• Sampling design
• Data collection and preparation
• Basic analysis
• Reporting results |