BUS 30302 - Marketing Research

Focuses on the role of research in marketing decision making. Topics include defining research objectives, syndicated and secondary data sources of marketing information, exploratory research methods, survey research design, observational research techniques, experimental design, sampling procedures, data collection and analysis, and communicating research findings.

Preparation for Course
P: BUS 20101, BUS 30101 and ECON 27000 (or equivalent) with grades of C- or better.
Junior or senior class standing.

Cr. 3.
Notes
Enrollment in business (BUS) courses numbered 30100 and above is restricted to students who meet established criteria: business majors who have met the pre-business requirements and been admitted into one of the business majors; or students that have declared other pre-approved programs or minors which require particular business courses, and completed all course prerequisites; or students that have obtained written permission from the department through which the course is offered.
Student Learning Outcomes
1. Translate a marketing problem into a feasible research question.
2. Identify the sources of marketing information and the various methods for gathering and evaluating such information.
3. Understand the strengths and weaknesses of different methods and basic research designs and when to use them.
4. Discuss the ethics of conducting market research.
5. Understand univariate and basic bivariate data analysis techniques.
6. Understand the biases and limitations of market research data, basic data analysis, and the managerial implications of analytical results.
7. Design and execute a basic survey research project and communicate the market research insights effectively.