This course examines commonly used marketing research methods and their application in real-world marketing contexts. Marketing research is the process of obtaining appropriate information about a company’s markets and analyzing and interpreting such information to make better marketing decisions. Students will investigate a wide range of related topics including:
- Research design and primary research methods
- Qualitative research and surveys
- Observation and experimentation
- Univariate and bivariate data analysis
The course project is a Marketing Research Study: Analyzing a Marketing Question. Students will conduct in-depth interviews, design and administer a survey, analyze findings, and write a final report conveying research findings and recommendations.
Course Learning Objectives
- Select a business-related question appropriate for a research study.
- Translate a business decision problem into a set of research objectives amenable for marketing research.
- Conduct secondary research and analyze information relevant to your research question.
- Evaluate information for validity and reliability.
- Design a sampling plan for your research.
- Design a survey questionnaire with unbiased wording.
- Conduct and analyze in-depth marketing research interviews.
- Design an experiment and/or observational study to answer a research question.
- Analyze data using univariate methods, such as mean and standard deviation.
- Analyze data using bivariate methods, such as cross-tabulation and correlation.
- Write a comprehensive marketing research project report.