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MKTG 401

Marketing Research

Marketing and Global Supply Chain Marriott School of Business

Course Description

Concepts and methodology for conducting marketing research. Emphasis on solving problems faced by the marketing manager. Consulting research project required.

When Taught

Fall

Grade Rule

Grade Rule 8: A, B, C, D, E, I (Standard grade rule)

Min

3

Fixed

3

Fixed

3

Fixed

0

Other Prerequisites

For Marketing majors only.

Title

Job-Hunting Skills

Learning Outcome

Gain skills and confidence that will separate you from your competitors in a job hunt.

Title

Marketing Research Processes

Learning Outcome

Understand and implement the marketing research process.

Title

Backward Marketing Research

Learning Outcome

Understand and implement “backward” marketing research.

Title

Research and Recommendations

Learning Outcome

Formulate answers to research objectives and make meaningful business recommendations.

Title

Analytic Methods

Learning Outcome

Understand and implement basic analytic methods.

Title

Researching Techniques

Learning Outcome

Understand and employ qualitative and quantitative research techniques and visualize data.

Title

Survey Methodology

Learning Outcome

Identify appropriate questions for survey research.  Design and implement a survey methodology to maximize response and response accuracy.  Apply intuition for statistical inference in analyzing survey data.

Title

Market Simulator

Learning Outcome

Design and run a conjoint study, including using a market simulator.

Title

Findings

Learning Outcome

Interpret findings from data analysis and make marketing recommendations.