MKTG 201 - Introduction to Market Research

1. Define market research and its importance in the marketplace.
2. Analyze the marketing research process.
3. Create effective questionnaires.
4. Distinguish between data collection techniques.
5. Evaluate different tabulation techniques.
6. Demonstrate proper proposal and report writing.

• The nature of marketing
• The role of marketing research in decision making
• The research process
• The external marketing environment
• Managing marketing research
• Deciding whether to conduct market research
• Managing the research process
• Secondary data, databases, and the internet
• The marketing research industry
• Focus groups - the growing role of and trends in
• Users of marketing research
• Qualitative research and methodologies
• Market research ethics
• Survey research - identifying and selecting types Published secondary data of surveys
• Observation - human & machine
• Primary data collection methods experimentation - Types of error in survey research causation, setting, designs
• Sources of measurement differences
• The concept of measurement and measurement
• Attitude and rating sales scales
• Developing a sampling plan
• Questionnaire design - criteria, development
• Sampling error and methods process
• Sample size determination
• Data processing, basic data analysis, and the statistical testing of differences
• Validation, editing, and coding
• Data entry
• Correlation and regression analysis
• Communicating the Research Results - The Research Report, Personal Presentation

 
Course Addendum - Syllabus (Click to expand)