Course Description
Foundational course covering the marketing research industry, research process, and data collection procedures at an advanced level. Students gain hands-on experience with current data sources, acquisition, and analytics methods using tools of the profession. Resources include syndicated data, panels, and professional online interview software.
Athena Title
Mark Rsch Design and Data Coll
Prerequisite
Permission of department
Semester Course Offered
Offered summer semester every year.
Grading System
A - F (Traditional)
Course Objectives
• Understand the marketing research process and its importance to marketing decision making • Understand the marketing research industry • Develop familiarity with current design and data collection resources and methodologies • Develop the ability to assess the appropriateness of alternative design and data collection methodologies for different applications • Develop design and data collection skills utilizing current technology
Topical Outline
• Definition and importance of the marketing research process • The marketing research industry • Problem definition and objectives • Research design • Secondary data • Qualitative research • Survey and observation • Measurement and scaling • Questionnaire design • Sampling design • Data collection and preparation • Basic analysis • Reporting results