Feb 23, 2024  
2020-2021 Undergraduate Academic Catalog 
2020-2021 Undergraduate Academic Catalog [ARCHIVED CATALOG]

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BA 4667 - Marketing Research

3 lecture hours 0 lab hours 3 credits
Course Description
This course introduces students to the fundamentals of market research. It covers the major applications areas for market research, the design and application of basic research tools, the role of marketing research, and the measurement and evaluation tools used in market research. (prereq: BA 2661 )
Course Learning Outcomes
Upon successful completion of this course, the student will be able to:
  • Explain the importance of marketing research in shaping marketing decisions
  • Distinguish between primary and secondary research techniques and apply them 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

Prerequisites by Topic
  • Basic knowledge of marketing principles

Dr. Michael Payne

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