Top Three Course Takeaways
- Research as the cornerstone of all marcomm strategy and tactics.
- Fundamentals of qualitative and quantitative research methodologies and data analysis.
- Process of crafting a research proposal to address organizational problems and opportunities.
Course Topics
- Introduction to Marketing Research: Design and Process
- Secondary Research and Setting Research Objectives
- Qualitative Research: Focus Groups and Other Methods
- Quantitative Research: Sampling and Surveys
- Measurement and Questionnaire Design
- Data Processing and Statistical Analysis
- Marketing Research Proposals, Reports and Ethics
WORKLOAD: (8-10 hours per week)
Combine secondary and primary research design to examine the role(s) of marketing research within an IMC campaign. Students learn to identify research problems, craft research objectives, and select appropriate qualitative and quantitative methodologies to develop an effective research strategy and analysis.
Course Learning Outcomes:
- Show how research can be used to solve marketing communications challenges and determine how to use qualitative and quantitative research methods.
- Devise research problems, formulate research objectives, propose appropriate research target audiences and apply appropriate research strategies, including primary and secondary research methods.
- Determine when and why probability and nonprobability samples are used and create research questionnaires using different types of questions and scales.
- Summarize the steps for processing data and prioritize between the types of statistical analysis.
- Produce a comprehensive marketing research proposal.
