| Course ID: | MARK 7750. 1.5-3 hours. |
| Course Title: | Marketing Research I |
Course
Description: | Introduction to market research techniques that may be used to
address various business problems. Students gain a thorough
understanding of how to gather data both primary and secondary.
Various secondary sources for business information and primary
techniques are discussed. |
| Oasis Title: | MKT RSCH I |
| Duplicate Credit: | Not open to students with credit in MARK 8460 |
| Prerequisite: | MARK 7510 |
Semester Course
Offered: | Offered every year. |
| Grading System: | A-F (Traditional) |
|
| Course Objectives: | This course introduces the students to research techniques that
can be used for solving business/marketing problems. Students
will learn how to gather primary data using, focus groups, in-
depth interviews, surveys, experiments, etc. to answer questions
about pricing, product design, advertising message, among
others. Preliminary data analysis techniques are also covered
in this course. Various secondary sources of data and their
contents are also discussed.
The pros and cons of various primary data collection procedures
in terms of selecting the optimum procedure given the problem
and time and budgetary constraints. Evaluation of quality of
secondary data. |
| Topical Outline: | Focus groups
Observations
Experiments
Surveys
Practical applications of data analysis tools
Report writing
Presentations |