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Links...
- Market Research Portal
- Quirks
- Mktg Research Assoc.
- @ResearchInfo.com
- Green Book
- mrweb
- ESOMAR
- Ad Research Foundation
- CASRO
- CMOR
- QRCA


 

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Course Objectives...

Successful marketing requires a firm to understand and satisfy the wants, needs, and desires of its market constituencies. To do this successfully a firm needs data that is relevant, timely, and accurate. This data must also be transformed into information that is actionable in terms of marketing decision-making. The combination of collecting data and transforming it into information takes place during the marketing research process. This course emphasizes an applied approach with practical applications that give students a solid understanding of the field of marketing research.  At the completion of the course, the student will be able to:

• understand each of the stages of the marketing research process, as well as the role of marketing research in an organization
• identify a managerial problem and translate it into a research problem

• differentiate between different types of research designs and know when to apply each type
• understand the different levels of data and measurement and how to appropriately apply each type design and develop effective questionnaires
• choose an appropriate sampling strategy and be able to calculate an appropriate sample size
• choose the appropriate analysis technique and be able to analyze data using a statistical software program
• interpret the results of their data analyses
• derive recommended courses of action based on research finding
• professionally communicate marketing research results, orally and in writing