420 Marketing Research
Management & Marketing
Approved course information last updated: 1 month, 3 weeks ago
Pre-requisites: MGTMKT 220 ISOM 120
Requisite To: None
Lab Session:
Course Description
This course addresses the use of marketing research as an aid to making marketing decisions; specifically, how the information used to make marketing decisions is gathered and analyzed.
Course Learning Objectives (CLOs)
- After this course, you should:
- Be able to translate a marketing problem into a feasible research question;
- Appreciate marketing research as a process that involves a sequence of activities, each compatible with the preceding activities;
- Have a general understanding of the strengths and weaknesses of alternative research designs;
- Be aware of the many sources of marketing information and the various means for gathering such information;
- Be more sensitive to the biases and limitations of marketing data and basic data analysis;
- Have a general understanding of univariate and basic bivariate data analysis techniques (i.e., should be able to decide when a technique is appropriate and understand the managerial implications of analytical results); and
- Be able to design and execute a basic survey research project.
Syllabus History