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MKT 410 Marketing Research (3 credits)

Course Description

This course is designed to provide learners with a fundamental understanding of the role and methods of marketing research as a means to enhance the marketing strategies and decision-making of any modern organization. Topics include problem identification, proposal and research design, question and survey development, sampling methodology, data analysis, and report presentation, covered in both theory and application.

Learning Results

The purpose of this course is for learners to:
• Exhibit an understanding of the purpose and use of marketing research in marketing concepts and strategies
• Demonstrate knowledge of the various marketing research tools and designs, and their appropriateness
• Understand the comprehensive marketing research process, consecutive steps, and required tools for each step
• Portray strong knowledge of key marketing research concepts, skills, and applications
• Integrate ethical principles in all marketing research decision-making processes

Textbooks

Learning Documentation

This course includes course reading quizzes, case study analyses, two comprehensive exams, and a marketing research project.

Learning Evaluation

Each quiz is worth 5 points, each case study is worth 50 points, the exams are worth 150 points each, and the research project is worth 250 points, for a total of 1,000 points for the course.

Order Textbooks

Textbooks are not included in the cost of tuition. Click to find a complete list of textbooks. For your convenience, each book is linked to where it's sold on Amazon, though you are welcome to purchase books from the vendor of your choosing.