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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. |
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| 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 | ||