10104103Marketing Research
Course Information
Description
Businesses today need real-time, fluid, accurate information upon which to base their decisions. In this class, students learn not only how to gather marketing information from a variety of sources, but also how to analyze and apply that information to make better marketing and business decisions. The course focuses on a solid understanding of marketing research best practice, exploration of cutting edge tools and media (social, mobile, wearable, etc.), interpretation of information and applying discoveries to develop innovative marketing and business strategies.
Total Credits
3
Course Competencies
  1. 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

  2. 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.

  3. 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).

  4. 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.

  5. 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.

  6. 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.

  7. 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.

  8. 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.

  9. 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.