MKTC 2600 - Marketing Research
3 Credits
This course examines the processes and techniques used in securing, analyzing and creatively using information to identify marketing problems and opportunities. Businesses need current information on which to base their marketing decisions; this course studies research to help business determine marketing strategies and create plans for such objectives as product development, marketing promotional evaluations, operation efficiencies and client satisfaction.
Learning Outcomes
Prepare a final research report for a given research problem. Create a marketing research plan based on a research problem. Explain the fundamental design and construction principles for effective surveying and focus group administration, while applying these techniques to a research problem. Evaluate a variety of research techniques and processes available to collect primary data, and when to use each type. Demonstrate an understanding of the ethical framework in the marketing research process. Differentiate between the marketing problem and the research objectives, while applying this knowledge to a given research problem. Discriminate between the data analysis techniques used in marketing research, and then apply these analysis protocol to the research problem. Distinguish between primary and secondary research- and when to use each type - within the marketing research process. Describe each of the steps in the marketing research process.
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