MRKT 230 - Marketing Research 3 Credit: (3 lecture, 0 lab, 0 clinical) 3 Contact Hours: [Co-requisite: MRKT 233 ] This introduction to marketing research focuses on the completion of a marketing research project. Students demonstrate the ability to formulate problems, select research designs, collect information, analyze information and create reports. Semesters Offered: even-year fall semesters
Course Goals/ Objectives/ Competencies: Goal 1: Summarize the role of marketing research.
- Identify the kinds of questions marketing research can answer.
- Identify the types of companies that use marketing research.
- Evaluate the types of jobs created by marketing research.
Goal 2: Compare approaches to gathering marketing information.
- Differentiate between a program and project strategy.
- Explain data mining.
- Compare types of errors made in marketing research.
- Explain ethical issues in marketing research.
Goal 3: Summarize methods of problem formulation.
- Explain the steps in problem formulation.
- Compare sources of marketing problems
- Contrast a decision problem and a research problem.
- Explain the purpose of a research proposal.
- Explain the purpose of a request-for-proposal.
Goal 4: Examine methods of designing marketing research.
- Compare the basic types of research design.
- Explain the uses of exploratory research.
- Analyze members of a focus group.
- Conduct a focus group.
- Compare a controlled and standard test market.
Goal 5: Summarize the role of secondary data in marketing research.
- Compare the advantages and disadvantages of secondary research.
- Explain how to judge the accuracy of secondary data.
- Contrast internal and external data.
- Compare sources of secondary data.
Goal 6: Summarize the role of primary data in marketing research.
- Compare the advantages and disadvantages of primary research.
- Explain the use of lifestyle analysis.
- Explain how primary data is collected.
- Compare sources of primary data.
Goal 7: Compare tools used to collect marketing research data.
- Explain the features of a questionnaire.
- Explain how disguise is used in a questionnaire.
- Compare ways of administering questionnaires.
- Compare types of questions
- Compare methods of observation.
- Differentiate between types of scales.
- Differentiate between validity and reliability.
- Explain the use of sampling.
Goal 8: Demonstrate the marketing research process.
- Identify a problem to be researched.
- Compare possible research designs.
- Compare methods of data collection.
- Create tools to collect data.
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