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Marketing Research and Analysis

Marketing Research and Analysis (IMC 611) examines the role of research within an IMC campaign. Students will learn to identify marketing problems, distinguish what can and cannot be learned from marketing research, gather and analyze marketing data and make business decisions based on the data.

This course makes use of a progressive assignment. Students select a company with an identifiable marketing problem that can be addressed using marketing research, and develop a research proposal to address that problem. Research proposals are detailed in describing the situation, problem, background, and specific methods for sampling, data collection and analysis. While students may never need to write a research proposal, going through this process and learning the underlying scientific methods will teach them how to better evaluate research proposals. In the future, students may also be in a position in which they must contract for research, and will need to create an RFP (Request for Proposal). Having the knowledge gained from this course will help students make more informed decisions regarding what they will ask research companies to accomplish.

Course Learning Outcomes

Upon successful completion of IMC 611, students will be able to: 

    • Explain how research can be used to identify and solve marketing problems.
    • Cite the ways in which the Internet is used in marketing research.
    • Identify a research problem and objective.
    • Recognize when and how to use both qualitative and quantitative research designs.
    • Use secondary research to answer marketing questions.
    • Recognize when probability and nonprobability samples are used.
    • Create research questionnaires using different types of questions and scales.
    • Explain the concepts of data analysis, interpretation and presentation.
    • Write a research proposal.


    • Introduction to Marketing Research: Design & Process
    • Secondary Research and Setting Research Objectives  
    • Qualitative Research: Focus Groups and Other Methods
    • Quantitative Research: Sampling and Surveys
    • Quantitative Research: Surveys and Sampling
    • Measurement and Questionnaire Design
    • Marketing Research Proposals, Reports and Ethics
    • Wrap-up Week


    Robin Cobbey
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    Duane E. Dub
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    Grace Gao
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    Vanessa Matthew
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    Beth Michalec
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