-
Describe the scope of marketing research.
Assessment Strategies
Oral, Written or Graphic Assessment
Discussion Board Posting
Criteria
you define marketing research
you explain the different ways marketing research is used by organizations of all sorts.
you explore how marketing research informs development of business strategy
-
Discover the importance, usefulness and fun of marketing research.
Assessment Strategies
Oral, Written or Graphic Assessment
Discussion Board Posting
Practice Quiz
Criteria
you outline various uses of marketing research.
you summarize how marketing research impacts business strategy.
you describe how marketing research influences the marketing mix.
you explore how new, emerging media impacts marketing research techniques.
-
Demonstrate how to conduct sound, valid, ethical marketing research using both secondary and primary approaches.
Assessment Strategies
Oral, Written or Graphic Assessment
Discussion Board Posting
Formal Research Reports
Criteria
you explore ethical issues associated with marketing research.
you outline the steps in the marketing research process.
you explain each step in the marketing research process.
you complete formal research report(s).
-
Develop and use a primary marketing research tool.
Assessment Strategies
Oral, Written or Graphic Assessment
Discussion Board Posting
Questionnaire Instrument
Criteria
you create a research instrument that uses objective, intentional language and adheres to all project criteria.
you summarize best practice in the creation of research questions.
you practice using intentional and objective language for the purpose of inquiry.
you use the research instrument to conduct real world research as directed by instructor.
-
Interpret customer generated data and information.
Assessment Strategies
Oral, Written or Graphic Assessment
Case Study
Discussion Board Posting
Criteria
you explore the sources of customer generated information.
you report on the strategies used to interpret customer generated information.
you practice interpreting customer generated data and information.
-
Assess various sources of data.
Assessment Strategies
Oral, Written or Graphic Assessment
Practice Quiz
Formal Research Report
Criteria
you summarize the standards by which to judge the quality of secondary information.
you distinguish high quality secondary information from questionable secondary information.
you identify reliable, high quality sources of secondary information.
-
Analyze and use customer information to develop business strategy.
Assessment Strategies
Oral, Written or Graphic Assessment
Case Study
Formal Research Report
Discussion Board Posting
Criteria
you investigate the various strategies for interpreting and analyzing data.
you explain how to graphically depict data and information.
you describe how to code qualitative data.
you summarize the process for conducting trend analysis.
you practice developing strategy from data trends.
-
Discover and explore the use of emerging media (social, mobile, wearables, etc.) as a platform for conducting marketing research.
Assessment Strategies
Formal Research Report
Marketing Research Innovations Discussion Board
Criteria
you investigate how new and emerging media are impacting marketing research techniques.
you explore in-context survey strategies.
you examine the role of wearables in the marketing research industry.
you describe how in-context research can be leveraged using mobile devices.
you summarize the latest advances in marketing research.
-
Practice effective communication in written assignments, presentations and discussions.
Assessment Strategies
Formal Research Report(s)
Criteria
you format all projects using solid research reporting practice.
you design projects and presentations such that they invoke confidence in results and inspire the audience to take action.
you examine research reporting techniques & best practice.