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Jan 03, 2025
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MS 467 - Marketing Research3 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: MS 361 and junior standing)
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 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
Prerequisites by Topic
• None
Course Topics
• 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
Coordinator
Michael Payne
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