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MKTG 470 - Marketing Research

The complexity of problems facing marketing practitioners has increased in recent years, hence there is a greater need for obtaining and analyzing information regarding the environment, particularly the consumer. The goal of this course is to provide the necessary foundation to design and implement a market research project, to interpret and critique subsequent reports; and importantly, to appraise the usefulness of market research results to management. This course is more quantitatively rigorous than other marketing courses, but the premise is: given the explosive growth of information available to business practitioners a strong methodological foundation is a prerequisite to deriving meaningful conclusions.

Course Objectives

  1. To provide an overview of the role of marketing research in problem solving and decision making process.
  2. To provide a basic understanding of relevant marketing research concepts.
  3. To introduce students to both qualitative and quantitative research techniques.
  4. To help both written and communication skills.
At the end of the course you should be able to do the following:
  1. Determine and state precisely the research objectives.
  2. To develop a questionnaire.
  3. To input and analyze data using SPSS computer package.
  4. To prepare a professional research report.
  5. To make a professional presentation of your research findings.

Marketing Research Project

This will be a group project designed to give you an opportunity to obtain hands-on experience of the concepts and methods covered in the course. I will schedule several meetings throughout the semester to assist and monitor the progress of each project. Detailed guidelines about the project are in a separate handout. Collaboration across groups is not allowed.

Course Schedule: MKTG 470


MKTG 470 –Marketing Management

COURSE SCHEDULE: MKTG 470

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Dates

Topic

Assignment

1

 

August 29 –

August 31

Introduction to Marketing Research (Ch.1)

Research Process (Ch.2)

 

2

 

September 5– September 7

Introduction to the Group Project

Research Objectives (Ch.4)

 

3

 

September 12 – September 14

Research Design (Ch.5)

Secondary Data (Ch.6)

Submit Research Proposal on September 14

4

 

September 19 – September 21

Observation, Focus Groups (Ch.8)

Group Meeting

 

5

 

September 26 – September 28

Survey Data (Ch.9)

Measurement (Ch.10)

 

6

 

October 3 – October 5

Questionnaire Design (Ch.11)

 

Submit Research Progress on October 5

7

 

October 10– October 12

Sampling (Ch.12)

Sample Size (Ch.13)

 

8

 

October 17 – October 19

Basic Data Analysis (Ch.15)

 

Midterm Exam, October 19 in Class

9

 

October 24 – October 26

Hypotheses Testing I (Ch.16)

 

 

10

 

October 31– November 2

Hypotheses Testing II (Ch.17)

 

 

11

 

November 7– November 9

Association Among Variables (Ch.18)

 

 

12

 

November 14 – November 16

Regression (Ch.19)

 

 

 

 

November 21 –November 23

Thanksgiving Holiday

 

13

 

November 28– November 30

Marketing Research Report (Ch.20)

Submit Mid-Term Report on November 28

14

 

December 5 – December 7

Project Consultation

 

15

 

December 12 – December 14

Project Presentation

Submit Final Report on December 12

 
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