MAR 3231: Marketing Research

Description

Introduces the marketing research process. Exploration of the many ways that marketing researchers gather information and utilize technology and the Internet in marketing research. Global marketing research is explored in detail and includes ethical, social, political, and legal implications to research activities.

Objectives

  1. Discuss marketing research’s primary business functions.
  2. Discuss basic research designs as applied to research in marketing.
  3. Differentiate between exploratory, descriptive, and causal research designs.
  4. Assess measurement’s role in conducting marketing research.
  5. Consider items and scales for marketing research instruments.
  6. Discuss guidelines for utilizing appropriate sample sizes.
  7. Summarize key sampling methods used in marketing research.
  8. Examine the marketing research process as an information-gathering process.

PreRequisites

None

Textbook(s)

Essentials of marketing research (Rev: 3)

Publisher: McGraw-Hill (2013)
Author: Hair, J. F., Jr., Wolfinbarger Celsi, M., Ortinau, D. J. & Bush, R. P.
ISBN: 9780078028816
Price: $187.85

* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the CSU Bookstore at bookstore@columbiasouthern.edu