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Course Description

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.

PLEASE NOTE:
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.

Prerequisites

None

Disclaimers

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.

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Enroll Now - Select a section to enroll in

Section Title
MARKETING RESEARCH
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Aug 13, 2019 to Sep 16, 2019
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Potential Discount(s)
Credits/Units
3 Credit Hours
Section Title
MARKETING RESEARCH
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Sep 17, 2019 to Oct 21, 2019
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Potential Discount(s)
Credits/Units
3 Credit Hours
Section Title
MARKETING RESEARCH
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Oct 22, 2019 to Nov 25, 2019
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Potential Discount(s)
Credits/Units
3 Credit Hours
Section Title
MARKETING RESEARCH
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Nov 26, 2019 to Jan 13, 2020
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
167.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Potential Discount(s)
Credits/Units
3 Credit Hours
Section Title
MARKETING RESEARCH
Type
Instructor Led
Days
T, M
Time
12:00AM to 11:59AM
Dates
Jan 14, 2020 to Feb 17, 2020
Campus
Online Campus
Building
Online Non-Degree
Schedule and Location
Contact Hours
119.8
Location
  • Online Campus
Course Fee(s)
Undergraduate Tuition credit (3 units) $1,194.00 Click here to get more information
Section Fees
Resource Fee $170.00 Mandatory
Potential Discount(s)
Credits/Units
3 Credit Hours
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