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.
- 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.