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)
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.
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
Institutional Competencies Learning Outcomes
Analytical Thinking
The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.
