BBA431: Marketing Research

Course Credits:
Course Hours Per Week:

Course Overview

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.