MRKT 339 Market Research

This course examines the role of research in marketing and evaluates the tools available for obtaining market information. Students identify research problems, select appropriate quantitative and qualitative designs, analyze data, and communicate results. Students also determine techniques for sampling, questionnaire construction, and data processing. Specific topics include focus groups, exploratory research, primary and secondary research, big data, and observation research. Important topics such as sample size, response rates, variables, and reporting of results are also explored. Through experiential learning of the research process, students conduct a hands-on research project and report findings. Ethical issues facing researchers are discussed along with expectations in real business environments.