This course covers basic research methodology applied to marketing issues. Students study methods and techniques for collection, analysis, and interpretation of primary and secondary data for customer and business marketing.
This undergraduate course is 5 weeks.
Attendance and participation are mandatory in all university courses, and specific requirements may differ by course. If attendance requirements are not met, a student may be removed from the course. Please review the Course Attendance Policy in the Catalog for more information.
Topics and Objectives
Introduction to Market Research
- Define the concept and elements of market research.
- Illustrate the importance of marketing research to management.
- Demonstrate the value of market research in the global economy.
- Determine situations in which market research is needed based on analysis of advantages and disadvantages.
The Research Process
- Examine useful marketing research tools.
- Compare primary and secondary research methods.
- Compare qualitative, quantitative, and mixed methods of research.
- Relate applications of observational and experimental research to marketing problems.
Data Collection and Measurement Techniques
- Describe various attitude measurement scales and how they are used in questionnaire design.
- Develop data collection instruments that align with an implementation plan.
- Conduct market research utilizing secondary resources.
- Recommend sampling procedures for marketing problems.
Implementation of Market Research
- Analyze data collected on an original semantic differential questionnaire.
- Transform raw data into marketing information.
- Assess market research methods used to gather descriptive statistics.
Recommendations and Presentation of Marketing Research Results
- Present information using descriptive statistics.
- Recommend marketing strategies and tactics that are supported by market research data.
The University of Phoenix reserves the right to modify courses.
While widely available, not all programs are available in all locations or in both online and on-campus formats. More information about eligibility requirements, policies, and procedures can be found in the catalog.
Transferability of credit is at the discretion of the receiving institution. It is the student’s responsibility to confirm whether or not credits earned at University of Phoenix will be accepted by another institution of the student’s choice.