MKTG222 - Marketing Research

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MKTG222 - Marketing Research
Course Number MKTG222
Number of Credit Hours 3
Course Subject Marketing
Taught at Olayan School of Business


Course Description

A course that provides thorough coverage of various marketing research tools along an applied orientation, including a systematic analysis of the steps comprising the marketing research process, starting with research problem definition and terminating with data collection, analysis, and presentation. This course builds on your understanding of basic marketing concepts and tools and of statistical methods and analyses taken in BUSS 200.

Topical Coverage

Introduction to Marketing Research, Define the Marketing Research Problem, Research Design, Exploratory Design: Secondary data, Exploratory Qualitative, Descriptive Survey & Observation, Causal Research Design: Experimental, Measurement & Scaling/Comparative, Questionnaire Design, Sampling Design & Procedure, Sampling, Data Preparation & Analysis, Frequency Distribution Cross Tabs & Hypotheses Testing, Analysis of Variance & Covariance, Correlation & Regression, Factor Analysis Cluster Analysis & Conjoint Analysis

Learning Goals

MKTG222_B-LG1: Professional Business Competence, MKTG222_B-LG3: Ethics, MKTG222_B-LG4: Teamwork, MKTG222_B-LG2: Decision Making, MKTG222_B-LG5: Communication, MKTG222_B-LG6: Global Business Environment

Specific Learning Objectives

Prerequisite Courses

MKTG210 - Principles Of Marketing, BUSS200 - Business Data Analysis

Required Academic Standing

Junior

Corequisite Courses

Optional Prerequisite Courses

Optional Corequisite Courses

Instructional Methodology

Performance Evaluation

MKTG222_Exam 1, MKTG222_Exam 2, MKTG222_Final, MKTG222_Group Project, MKTG222_Attendance and Participation