Marketing Research (BUSM 422)
This course focuses on central concepts, tools, and techniques of marketing research. Students design, execute and present a marketing research study.
| Credit Hours | 3.0 Lecture |
|---|---|
| Prerequisites | BUSM 304 with a B- or better; and either MATH 121 or PSYC 205 with a C- or better |
| Offered | Fall, Winter |
| Programs | - |
Course Outcomes:
Upon completion of this course, students will:
- Learn the basic concepts and vocabulary of marketing research
- Learn to be curious and to ask good questions
- Learn how to design a research study
- Learn how to conduct and analyze qualitative research, including focus groups, in-depth interviews, observation, and ethnography
- Learn how to write a good survey and craft good survey questions
- Learn how to use an online survey tool such as Qualtrics to construct an online survey
- Learn how to analyze data using SPSS
- Learn to interpret results and use them to guide marketing planning and practice
- Learn how to clearly and powerfully communicate the research results to a client