| Course ID: | MARK 7220. 3 hours. |
| Course Title: | Applications of Marketing Research Techniques I |
Course
Description: | The application of marketing techniques. Focuses on the process of developing a product from idea generation and screening through product testing and copy/positioning evaluation. |
| Oasis Title: | APPL MKTG TECH I |
| Duplicate Credit: | Not open to students with credit in MARK 8220 |
| 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 role of marketing research in a
corporation.
2) Describe and explain various marketing research techniques,
their relative strengths and weaknesses, and discuss what
approaches are appropriate in particular situations. The
techniques include perceptual mapping, conjoint analysis,
concept testing, product tests and advertising copy tests.
3) Explain how marketing research results are integrated into
the marketing decision-making process.
4) Discuss the various types of syndicated data services and the
value to marketers of the information these services provide. |
| Topical Outline: | Definition of Marketing Research Factors Contributing to Growth
of Marketing Research Industry
Experimental Marketing Research
Syndicated Data Services
Idea Generation
Perceptual Mapping
Conjoint Analysis
Concept Testing
Product Testing
Advertising Research |