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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 and results


Learning Documentation

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

Learning Evaluation

The quizzes are worth 400 points, each case study is worth 200 points, the exams are worth 300 points each, the research project is worth 500 points, and the class discussion is worth 100 points, for a total of 2,000 points for the course.

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