BUSA 4350 Marketing Research

Marketing research is often the first step in understanding customer perceptions and developing business strategy. This course will prepare managers to design research of their own or to work with professional researchers to better understand the customer perspective of the 4 P's - product, price, promotion and placement. Specific topics covered will be an overview of the industry, history of the field, the research process, qualitative research techniques (including focus groups, indepth interviews and ethnographies), quantitative research techniques (including survey design, implementation and analysis), data analysis and presenting research findings to business decision-makers.

Registration Name

Marketing Research

Lecture Hours

3

Lab Hours

0

Credits

3

Prerequisite

BUSA 2200

Offered

Demorest: Fall

Student Learning Outcomes

At the successful conclusion of the course, students should be able to:

• Describe the role, history and philosophy of marketing research as a field in business.
• Identify the difference in quantitative and qualitative research methodologies and the appropriate use of each.
• Address ethical concerns using best practices in human subject research.
• Apply best practices in research design, including crafting a research proposal.
• Identify techniques for designing questionnaires (quantitative and qualitative) that elicit information needed by decision-makers in business.
• Analyze marketing research data using appropriate techniques.
• Present data and analysis for decision-makers in business.