Skip to main content

North Star Promise Scholarship Alert: FAFSA or MN Dream Act forms must be submitted by June 1 to be considered for the scholarship next year!

—

Metro State will observe Summer Hours May 22–July 25: On Fridays, services will be virtual only, and buildings will be closed Fridays and Saturdays (except the Library will be open Fridays and Saturdays from 10a.m-6: p.m.). Check the Student Services page for details.
Metro State University (Home)

MKTG 420 Marketing Research

This course explores the processes and techniques used to gather, analyze, and report information essential for managerial and marketing decision-making. Students will study both secondary and primary research methods, with an emphasis on survey methodologies. The course includes a strong focus on data analysis, covering key statistical techniques and modern analytical tools used in marketing research. Students will design and implement a marketing research study, applying industry-relevant practices such as data visualization, AI-driven insights, and automation in research analysis.

Prerequisites

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

General

  • Describe the marketing research process and its role in organizational decision-making.
  • Compare and evaluate market research methodologies, including qualitative and quantitative approaches.
  • Apply survey methods and principles by designing and developing an effective consumer survey.
  • Differentiate sampling methods and principles to ensure accurate and representative data collection.
  • Analyze marketing data using inferential statistical techniques, including T-Tests, Correlation, Chi-Square analysis, and hypothesis testing.
  • Utilize modern data analysis tools and techniques, including data visualization and advanced analytical methods.
  • Develop a written report with actionable marketing recommendations.

Spring 2026

Section Title Instructor books eservices
01 Marketing Research Lesser, Jack A. Books for MKTG-420-01 Spring 2026 Course details for MKTG-420-01 Spring 2026

Summer 2026

Section Title Instructor books eservices
50 Marketing Research Park, Minjung Books for MKTG-420-50 Summer 2026 Course details for MKTG-420-50 Summer 2026

Fall 2026

Section Title Instructor books eservices
50 Marketing Research Park, Minjung Books for MKTG-420-50 Fall 2026 Course details for MKTG-420-50 Fall 2026