Course Description
Conceptual foundation of qualitative and quantitative marketing research, sampling theory, experimental design, and psychological scaling techniques, along with analytic skills using user-friendly data analysis software. Case analysis as well. Student develops application abilities through assignments and a course project. Prerequisite: Grade of C or better in MKT 320; major in ACCT, BADM, CARS, CYBE, CYMA, ECON, ECOS, ENTR, FINC, HTMT, HURM, INTB, ISSC or MKTG; Note: Students who have prior credit for ENT 422 may not take MKT 422 for credit.
Syllabus
Student Learning Outcomes, Goals, Objectives:
Students successfully completing this course will be able to:
- Create an appreciation of the function of marketing research as it is conducted by a firm, entrepreneurs or its consultants;
- Make the student an educated consumer of research by immersing them in the research process and by immersing them in a business process such as running their own firms or utilizing a business such as direct selling;
- Provide an overview of the research process: problem definition, secondary research, exploratory research, research design, sampling, data collection, analysis and reporting;
- Further the understanding and application of statistical techniques such as chi-square tests, t-tests, ANOVA, correlation and regression to marketing research problems;
- Introduce the student to the use of SPSS for statistical analysis; and,
- Apply conceptual knowledge in the analysis of case studies, homework and test problems.
Course Grading Information:
| Activity/Performance Measure | Percentage/Points |
|---|---|
| Quiz (one quiz on the syllabus): Extra Points | 5 points |
| Online Discussions (2 (posting & replies) x 15 points) | 30 points |
| Assignment (6 assignment x 15 points) | 90 points |
| Exam (3 exams @60 points each) | 180 points |
| Application Group Project | 80 points |
| Data Analysis and Report | 50 points |
| Peer evaluation | 30 points |
Grading Scale
| Percentage | Letter Grade |
|---|---|
| 93–100% | A |
| 90–92.99% | A− |
| 87–89.99% | B+ |
| 83–86.99% | B |
| 80–82.99% | B− |
| 77–79.99% | C+ |
| 73–76.99% | C |
| 70–72.99% | C− |
| 67–69.99% | D+ |
| 60–66.99% | D |
| Below 60% | F |
Attendance/Participation:
Attendance/participation is not a graded component included in the student's final grade for this course.
Course Materials Purchased by the Students:
Alvin C Burns, Ann F. Veeck, and Ronald F. Bush Marketing Research, 9th Edition, ©2020 • Pearson ISBN-13: 9780135636503
Scholarly Perspectives
This course engages diverse scholarly perspectives to develop critical thinking, analysis, and debate and inclusion of a reading does not imply endorsement.