Marketing Research

Marketing Research
Concepts and methodology for conducting marketing research. Emphasis on solving problems faced by the marketing manager. Consulting research project required.
 Hours3.0 Credit, 3.0 Lecture, 0.0 Lab
 PrerequisitesBUS M 241; or BUS M 341; Major status.
 TaughtFall, Winter Contact Department
 ProgramsContaining BUS M 442
Course Outcomes

Marketing Research Processes

Understand and implement the marketing research process.

Backward Marketing Research

Understand and implement “backward” marketing research.

Researching Techniques

Understand and employ qualitative and quantitative research techniques and visualize data.

Survey Methodology

Identify appropriate questions for survey research. Design and implement a survey methodology to maximize response and response accuracy. Apply intuition for statistical inference in analyzing survey data.

Analytic Methods

Understand and implement basic analytic methods.

Research and Recommendations

Formulate answers to research objectives and make meaningful business recommendations.

Job-Hunting Skills

Gain skills and confidence that will separate you from your competitors in a job hunt.

Market Simulator

Design and run a conjoint study, including using a market simulator.


Interpret findings from data analysis and make marketing recommendations.