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.
Athena Title
Market Research Business Decis
Equivalent Courses
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
Syllabus