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.

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Athena Title

Market Research Business Decis

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Equivalent Courses

Not open to students with credit in MARK 4000E, MARK 4000H

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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)

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Semester Course Offered

Offered every year.

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Grading System

A - F (Traditional)

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Student Learning Outcomes

• Students can distinguish various research methods including focus groups and surveys.
• Students will recognize key research design concepts including sampling approaches and basic experimental design principles.
• Students will be able to interpret statistical analyses including descriptive statistics and simple regression.

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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

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Institutional Competencies

Analytical Thinking

The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.

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Syllabus

Select Faculty / Instructor to download syllabus:   Bramorski, Tom   Chen, Hua   Chen, Hua   Chen, Hua   Dagogo-Jack, Tari   Dyachenko, Tatiana   Wang, Pengyuan   Wurst, John

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