BUSN 241 - Marketing Research

3 Credits: (3 lecture)

Course Description
This course covers the fundamentals of marketing research including the overall marketing research process and the different types of important procedures at each stage of the process, including data collection, sampling and statistical analysis.

Note Spring semester only.

Prerequisite BUSN 214.

Text
Clow, K. & James, K. (2014). Essentials of marketing research: Putting research into practice (1st ed.). Thousand Oaks, CA: SAGE Publishing.

Objectives
The student will be able to:

A. Generate, manage, and use information.

B. Illustrate the process of research design through the collection of data.

C. Demonstrate the use of the Internet for information generation.

D. Analyze data through the use of simple statistical techniques such as correlation, mean, medium, mode, and T-test.

E. Execute marketing research projects.

Content
A. Market information and technology

B. Designing the marketing research project

C. Gathering and collecting data

D. Data preparation and analysis

Student Evaluation
Grades will be based on a minimum of 4 exams, the designing, implementation and analysis of a survey research project and other related marketing research assignments.