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Marketing Research
MKTG RESEARCH
CLASS CODE: B 442 CREDITS:  3 FEE:  $30.00
DIVISION: BUSINESS & COMMUNICATION
DEPARTMENT: BUSINESS MANAGEMENT
GENERAL EDUCATION: This course does not fulfill a General Education requirement.

DESCRIPTION: Concepts and methodology for conducting qualitative and quantitative marketing research. Emphasis on solving problems faced by the marketing manager. Consulting research project required, involving the use of statistical database software.
TAUGHT: Winter, Fall
CONTENT AND TOPICS: Concepts and methodology for conducting qualitative and quantitative marketing research. Emphasis on solving problems faced by the marketing manager. Consulting research project required, involving the use of statistical database software.
GOALS AND OBJECTIVES: Learn to "mine" important information from a secondary data source.

Be able to moderate a focus group or conduct one-to-one interviews.

Understand how to interpret qualitative data.

Learn to generate a resaonable survey instrument.

Gain a working knowledge of SPSS, a statistical software package.

Know how to apply the following statistical techniques: Chi square; t-tests, z-tests, ANOVA; correlation, regression.

Learn to report marketing research findings and make recommendations.

Enhance project management skills.

Enhance teamwork skills.

Enhance problem solving and opportunity identification skills.
REQUIREMENTS: Written report, video-taped evaluation, essay exams, objective exams, oral report, peer evaluation, rating scales, primary trait scoring, final project.
PREREQUISITES: B 341
OTHER:
EFFECTIVE DATE: August 2001