MS 467 - Marketing Research

• Explain the importance of marketing research in shaping marketing decisions
• Distinguish between primary and secondary research techniques and apply thm to marketing situations
• Explain the measurement concepts and scales used in marketing research
• Define the elements in questionnaire design and apply them in developing survey instruments
• Distinguish between probability and nonprobability sampling concepts and determine sample size
• Apply data analysis and statistical testing techniques
• Design and conduct secondary and primary research studies

• None 

• Marketing research and decision making
• Use of the Internet in marketing research
• Understanding the research process
• Research problem definition
• Secondary data and databases
• Information management systems
• Qualitative research
• Survey research
• Sampling and systematic errors in research
• Customer satisfaction and loyalty research
• Survey methods and determination
• Human and machine observation research
• Experimental research
• Causation in research
• Experimental validity
• Test markets
• Measurements and attitude scales
• Questionnaire design process
• Developing a sampling plan
• Probability sampling methods
• Nonprobability sampling methods
• Sample size
• Data analysis and statistical testing
• Communicating research results
• Managing the research function
• Research ethics