BUS 3670 - Marketing Research

3 lecture hours 0 lab hours 3 credits

Course Description
On a scale from 1 to 10, how likely are you to take this class? This course introduces students to the fundamentals of marketing research, the role of marketing research and the measurement and evaluation tools used. It covers qualitative and quantitative techniques for marketing research, such as survey design, focus groups, and online methodologies. (prereq: BUS 2660) (quarter system 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
Compare primary and secondary research techniques and apply them to marketing situations
Apply measurement concepts used in marketing research
Construct qualitative and quantitative research instruments to address marketing needs
Distinguish between probability and nonprobability sampling concepts and determine sample size
Debate data analysis and statistical testing techniques

Prerequisites by Topic

None

Course Topics

Role of market research, hypotheses, research questions, exploratory, observation
Qualitative research, focus groups, projective techniques
Attitudinal scales and measurement
Questionnaire design
Observation
Primary data, experimentation, research design
Secondary data and databases
Validity and reliability
Data presentation/data processing
Data interpretation/statistics
Sampling issues, sample size

Coordinator
Dr. Michael Payne

Announcement

The Raider Return

Milwaukee School of Engineering

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BUS 3670 - Marketing Research