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MKT 5450 Marketing Research (3 units): Selected topics from market research design and methodology. Special in-depth emphasis of research aspects as related to marketing decision-making, alternative data collection, and current developments in analytical techniques.

The objectives of the course, to be met through the combination of lecture, exercises, examinations and a term project, are the following:

1 Define marketing research.

2 Explain the steps involved in the marketing research process.

3 Discuss the relative advantages and disadvantages among survey, observational, and experimental research techniques.

4 Conduct simple secondary research and datamining tasks.

5 Prepare, administer, and interpret the results of a small-scale focus group research study.

6 Prepare, administer, and interpret the results of a small-scale survey research study.

7 Recognize the appropriate statistic for use in a given hypothesis test.

8 Calculate and interpret simple bivariate tests by hand.

9 Calculate and interpret bivariate and simple multivariate tests with the aid of a statistical software package.

10 Demonstrate facility with a statistical software package.

11 Report research findings and marketing implications in a manner relevant for managerial consumption.

12 Read, comprehend, summarize, and critique marketing research published in academic and practitioner-oriented journals.

13 Review a stream of published research and suggest further related research.