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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