Marketing Research (Revision 2) Course at Athabasca University

Undergraduate Course> Athabasca University
Marketing (MKTG) 466
Marketing Research (Revision 2)

View previous syllabus.

Delivery mode: Individualized study online or
grouped study.**

Credits: 3 - Applied Studies

Prerequisite: MKTG 396, or an equivalent introductory marketing course.

Centre: School of Business

MKTG 466 has a Challenge for Credit option.

Overview

In today’s rapidly changing world, obtaining high-quality information about the current marketing environment may determine the success or failure of a business. Research marketers use a variety of methods to collect information about consumers and the marketplace. This information is used to help businesses make effective decisions about what features to include in new or existing products, how to price their goods or services, and where and how to target their products.

MKTG 466 identifies different sources of marketing research data, examines processes for collecting and analyzing research data, and shows how to prepare and present marketing research reports.
Outline

Lesson 1: The Role of Marketing Research in Strategic Planning

Lesson 2: The Research Process

Lesson 3: Problem Definition, Research Objectives, and Marketing Research Ethics

Lesson 4: Strategic Information Management: Secondary Data Sources

Lesson 5: Customer Relationship Management and the Marketing Research Process

Lesson 6: Marketing Research and Database Development

Lesson 7: Marketing Decision Support Systems and Business Intelligence

Lesson 8: Exploratory Designs: In-Depth Interviews and Focus Groups

Lesson 9: Descriptive Research Designs: Survey Methods and Errors

Lesson 10: Observation Techniques, Experiments, and Test Markets

Lesson 11: Sampling: Theory, Designs and Issues in Marketing Research

Lesson 12: Overview of Measurement: Construct Development and Scale Measurement

Lesson 13: Attitude Scale Measurements Used in Survey Research

Lesson 14: Questionnaire Design and Issues

Lesson 15: Coding, Editing, and Preparing Data for Analysis

Lesson 16: Data Analysis: Testing for Significant Differences

Lesson 17: Data Analysis: Testing for Association

Lesson 18: Data Analysis: Multivariate Techniques in the Research Process

Lesson 19: Preparing the Marketing Research Report and Presentation

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Category : Athabasca University

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