| Course ID: | MARK 7200. 3 hours. |
| Course Title: | Data Collection Methods |
Course
Description: | Data collection procedures in marketing research are considered, particularly questionnaire design for personal interviews and sampling issues. |
| Oasis Title: | DATA COLL METHODS |
| Duplicate Credit: | Not open to students with credit in MARK 8200 |
| Prerequisite: | Permission of department |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | Upon completion of this course, students should be able to:
1) Define and explain the basic components of the marketing
research process;
2) Develop a research design for an actual marketing application
that includes problem definition/formulation, objectives,
approach, and information acquisition methodologies;
3) Design a questionnaire and develop appropriate measurement
scales for a real-world marketing research investigation;
4) Determine appropriate sampling requirements for marketing
research investigations;
5) Evaluate and utilize research designs and data collection
methodologies developed by others. |
| Topical Outline: | Defining the problem and developing an approach
Exploratory research: secondary data, qualitative research
Descriptive and Causal Research
Measurement and Scaling
Questionnaire design
Sampling
Data Preparation |