This marketing research course will explore research tools and techniques needed to execute various marketing research projects. Emphasis will be on how marketing research fits into the strategic planning process; conducting situation analyses and exploratory research; identifying and locating sources of secondary data including Internet and other online resources; evaluating and selecting appropriate methods for conducting primary research; designing data gathering tools; conducting effective survey fieldwork; and tabulating, analyzing and reporting of primary research findings. You will be required to complete a major multi-method marketing research project.
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Upon successful completion of the course, the student will be able to:
Outline the basic steps of the marketing research process.
Explain different methods of conducting background exploratory research and situation analyses.
Identify, locate and analyze sources of secondary data, including the Internet and other on-line resources.
Conduct qualitative research including focus group and in-depth interviews.
Analyze qualitative data and write an effective qualitative research report.
Evaluate the basic methods of collecting primary quantitative data.
Select a sample using a suitable sampling method.
Estimate an appropriate sample size for a given survey situation.
Develop an effective questionnaire using appropriate survey software.
Design, plan, and execute fieldwork.
Conduct quantitative data analysis using appropriate statistical methods.
Communicate research findings in a written report.
Effective as of Fall 2013
MKTG 3309 is offered as a part of the following programs:
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