MK400 Market Research (3 cr.)

This course covers the fundamentals of the theory and design of market research and the analysis and use of research results in making marketing decisions. Applications of market research for various sizes and types of companies are considered.

Upon completion of this course, students are expected to be able to do the following:

1. Describe the fundamentals of marketing research and explain the implications for its use in strategic marketing initiatives.
2. Identify the statistical measurements used in marketing research design, and recognize the types of results that each statistical measurement yield.
3. Compare and contrast quantitative versus qualitative data analysis and collection methodologies used in marketing research designs.
4. Develop a marketing research plan, and explain the relevance to the marketing research initiative of each of the plan’s components.
5. Examine the techniques used for reporting marketing research results.
6. Examine the ethical issues relating to contemporary marketing research efforts.