MKTG 412 - Marketing Research

3 Credits
Students will conduct, prepare, and present an actual situation analysis report for a firm using appropriate primary and secondary sources. The course reviews the nature, procedures, terminology, and application of research in solving marketing problems. Students learn the steps of marketing research, including problem definition, research design, sampling procedures, data collection methods, data analysis and interpretation, and the research report.

Prerequisite(s): BITS 211, ENGL 311, MKTG 211, STAT 220, and achieved senior status
Recommended Prerequisite(s): FINC 211
Course Learning Outcomes:
1. Develop, interpret, analyze, and prepare a comprehensive marketing research project for a product, service, or company including a marketing research plan, written report consisting of situational analysis, results of research, and recommendations based on research results.
2. Assess the importance and necessity of primary and secondary information in the marketing and business strategy planning process.
3. Implement appropriate methods of both primary and secondary market research.
4. Appraise appropriate data collection techniques and methodologies. Organizing the significant interrelationships of the steps utilized in the marketing research process.
5. Deliver a properly composed and effective executive presentation of the findings.
6. Integrate appropriate computer software to gather, organize, and analyze marketing research data, as well as prepare a professional written report of the findings and recommendations.
7. Develop, deliver, and analyze the results of appropriate primary research methodologies.
8. Interpret, analyze, and organize secondary information using the situational analysis questionnaire as a guide to prepare a written report and executive summary of findings for a product, service, or firm.
9. Identify credible and reliable sources of secondary information.