MKTG 446: Marketing Research
Prerequisites: STAT 200 and MKTG 340
Credit Hours: (3)
The uses and applications of marketing research in the marketing management decision
process employing a project-oriented approach to engage students in all aspects of
the marketing research process, from problem definition through management recommendations.
Note(s): Applied Learning designated course.
Detailed Description of Content of the Course
Successful marketing requires a firm to understand and satisfy the wants, needs, and
desires of its market constituencies. To do this successfully a firm needs data that
is relevant, timely, and accurate. This data must also be transformed into information
that is actionable in terms of marketing decision-making. The combination of collecting
data and transforming it into information takes place during the marketing research
process.
This course covers the following topics:
鈥� The marketing research process and its uses in organizations
鈥� Problem identification and definition
鈥� Research design Attitude, behavior and opinion measurement
鈥� Questionnaire design and development
鈥� Sampling
鈥� Data analysis
鈥� Written and oral communication of research findings, conclusions, and recommendations
鈥� Ethical considerations in marketing research
Detailed Description of Conduct of the Course
This course emphasizes an applied approach with practical applications that give students
a solid understanding of the field of marketing research. In addition to being responsible
for learning text material, students are required to design and execute a semester-long
research project of manageable size, by developing a research proposal, designing
data collection instruments (e.g. surveys), collecting and analyzing data, and preparing
and presenting both oral and written reports of their research findings, and recommendations.
Goals and Objectives of the Course
At the completion of the course, the student will be able to:
鈥� demonstrate each of the stages of the marketing research process, as well as the
role of marketing research in an organization
鈥� identify a managerial problem and translate it into a research problem
鈥� differentiate between different types of research designs and know when to apply
each type
鈥� identify the different levels of data and measurement and how to appropriately apply
each type
鈥� design and develop effective questionnaires
鈥� choose an appropriate sampling strategy and be able to calculate an appropriate
sample size
鈥� choose the appropriate analysis technique and be able to analyze data using a statistical
software program
鈥� interpret the results of data analyses
鈥� derive recommended courses of action based on research findings
鈥� professionally communicate marketing research results, orally and in writing
Assessment Measures
Assessment of the student's success in the course is based on performance on exams,
the research project, experiential activities, and participation
Other Course Information
None
Review and Approval
DATE ACTION APPROVED BY
12-01-2006, reviewed and approved by the Dept. of Marketing faculty
11-04-2011, reviewed, revised and approved by the Department of Marketing faculty
March 20, 2012 Revised
March 01, 2021