MKTG 4100: Marketing Research

3 Credit Hours

Prerequisite: MKTG 3100 and ECON 2300, and (Admission to the Coles College Undergraduate Professional Program or (60 credit hours with a minimum GPA of 2.00 and student in a Coles College Partner Program))
This course examines the marketing research process as a facilitator of data-driven decision-making. The course covers the definition of the research problem, selecting and planning of a research design, measurement and scaling, questionnaire construction, and data analysis and interpretation. Statistical software is utilized for data management and analysis in the course. Emphasis is placed on understanding Key Performance Indicators (KPIs) and interpreting statistical analysis.

Course Learning Outcomes

Students who successfully complete this course will be able to:

Examine marketing research as an information providing activity for the purpose of management decision-making.
Explain what marketing research is, what kinds of information it can provide, and how it is used by marketing management.
Examine alternative research designs and their relative strengths and weaknesses
Develop the meaning of measurement and scaling and their application in marketing research
Provide a general understanding of the process of obtaining information by surveys of respondents
Discuss the analysis of data obtained through market research.