MKT 4420 Marketing Research (3 units). Focus on the collection and analysis of secondary, primary qualitative, and primary quantitative marketing data and its incorporation in the marketing process. One-unit lab emphasizes method practice and computer-aided analysis. Prerequisites: MKT 3410 and POM 3000/3020, concurrent enrollment in MKT 4422 (Fall). MKT 4422 Marketing Research Lab (1 unit). Take concurrently with MKT 4420.
This course is intended to introduce the student to marketing research: the effective gathering, development and use of information about markets and their component consumers and competition.
Classroom instruction is augmented by a group project, which is intended to provide the student with experience in problem definition, critical evaluation of alternative research designs, implementation of these designs, and the use of data analysis procedures. Multiple methods of discovery, both qualitative and quantitative, will be incorporated in the completion of this project to provide the student with a broad perspective of the research process. Labs will emphasize information search and quantitative analytic techniques facilitated by the use of computing technology.
- Define marketing research.
- Explain the steps involved in the marketing research process.
- Discuss the relevant advantages and disadvantages among survey, observational, and experimental research techniques.
- Conduct simple secondary research and datamining techniques.
- Prepare, administer, and interpret the results of a small-scale focus group research study.
- Prepare, administer, and interpret the results of a small-scale survey research study.
- Recognize the appropriate statistic for use in a given hypothesis test.
- Calculate and interpret simple bivariate tests by hand.
- Calculate and interpret bivariate and simple multivariate tests with the aid of a statistical software package.
- Demonstrate facility with a statistical software package.
- Report findings and marketing implications in a manner relevant for managerial consumption.
The schedule and procedures in this course are subject to change in the event of extenuating circumstances.