MRKT 230 - Marketing Research

3 Credit (3 lecture, 0 lab) 3 Contact Hours [Reading Level 3  and Writing Level 3  and MATH 190 ]

1. Identify the kinds of questions marketing research can answer
2. Identify the types of companies that use marketing research.
3. Evaluate the types of jobs created by marketing research

Goal 2:  Compare approaches to gathering marketing information

1. Differentiate between a program and project strategy
2. Explain data mining
3. Compare types of errors made in marketing research
4. Explain ethical issues in marketing research

Goal 3:  Summarize methods of problem formulation

1. Explain the steps in problem formulation
2. Compare sources of marketing problems
3. Contrast a decision problem and a research problem
4. Explain the purpose of a research proposal
5. Explain the purpose of a request-for-proposal

Goal 4:  Examine methods of designing marketing research

1. Compare the basic types of research design
2. Explain the uses of exploratory research
3. Analyze members of a focus group
4. Conduct a focus group
5. Compare a controlled and standard test market

Goal 5:  Summarize the role of secondary data in marketing research

1. Compare advantages and disadvantages of secondary research
2. Explain how to judge the accuracy of secondary data
3. Contrast internal and external data
4. Compare sources of secondary data

Goal 6:  Summarize the role of primary data in marketing research

1. Compare advantages and disadvantages of primary research
2. Explain the use of a lifestyle analysis
3. Explain how primary data is collected
4. Compare sources of primary data

Goal 7:  Compare tools used to collect marketing research data

1. Explain the features of a questionnaire
2. Explain how disguise is used in a questionnaire
3. Compare ways of administering questionnaires
4. Compare types of questions
5. Compare methods of observation
6. Differentiate between types of scales
7. Differentiate between validity and reliability
8. Explain the use of sampling

Goal 8:  Demonstrate the marketing research process

1. Identify a problem to be researched
2. Compare possible research designs
3. Compare methods of data collection
4. Create tools to collect data