MKTG 2035 - Marketing Research Fundamentals

Credits: 3
Hours/Week: Lecture NoneLab None
Course Description: Marketing research is the heart of the process that connects the marketer to the consumer, customer, or end user. This course focuses on the tools needed to better understand and serve customers and make more accurate and informed business decisions. Course topics include identifying current target customers, tracking marketplace trends and opportunities, understanding target markets, and determining strategies for product, pricing, distribution, and promotion.
MnTC Goals
None

Prerequisite(s): None
Corequisite(s): None
Recommendation: Assessment score placement in RDNG 1000, or completion of RDNG 0900 or RDNG 0950 with a grade of C or higher.

Major Content

Constructing Effective Data Collection Tools
Data Analysis
Marketing Research Fundamentals
Primary and Secondary Data Collection
Research Design and Methodologies
Research Problem Formulation
Research Report Elements

Learning Outcomes
At the end of this course students will be able to:

identify proper questionnaire sequence
identify procedures for drawing a sample
recognize the importance of marketing research
identify qualitative and quantitative methodologies and when each one is required
interpret data reports to determine a plan of action.
outline the main elements that make up a standard research report
formulate research objectives.
create a market survey
explain the difference between primary and secondary data

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MKTG 2035 - Marketing Research Fundamentals