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MKTG 420 Marketing Research

This course examines the processes and techniques used in gathering, analyzing and reporting information that forms the basis for managerial and marketing decision making. The course content includes the study of both secondary research methods and primary research methods, with the emphasis on survey methods. There is a strong statistical analysis component, and students learn to use SPSS, statistical software used extensively in organizations that perform quantitative research. Students design and implement a marketing research study.


Special information

Prerequisite: Goal I: Communication - Part I Writing, plus 30 credits must be satisfied.
4 Undergraduate credits

Effective August 1, 1998 to present

Learning outcomes


  • Understand the marketing research process in organizations.
  • Compare market research methodologies.
  • Apply basic survey methods and principles as evidenced by the development of an accurate and effective consumer survey.
  • Differentiate sampling methods and principles.
  • Demonstrate mastery of SPSS statistical software.
  • Analyze inferential bivariate analyses (T-Tests, Correlation and Crosstabs using Chi-Square, and hypothesis testing.
  • Aggregate survey data by using a variety of data transformations in SPSS, including scale development and its justification.
  • Develop a written report that accurately interprets and applies statistical output to marketing recommendations.

Spring 2023

Section Title Instructor
50 Marketing Research Maki, Diane M Books Course details

Summer 2023

Section Title Instructor
50 Marketing Research Park, Minjung Books Course details

Fall 2023

Section Title Instructor
50 Marketing Research Park, Minjung Books Course details