MKTG 2035 - Marketing Research Fundamentals

Credits: 3
Hours/Week: Lecture 3
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
N/A

Prerequisite(s): None.
Corequisite(s): None.
Recommendation: Course placement into college-level English and Reading OR completion of ENGL 0950 with a grade of C or higher OR completion of RDNG 0940 with a grade of C or higher and qualifying English Placement Exam OR completion of RDNG 0950 with a grade of C or higher and ENGL 0090 with a grade of C or higher OR completion of ESOL 0051 with a grade of C or higher and ESOL 0052 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:

describe proper questionnaire sequence.
explain procedures for drawing a sample.
describe the importance of marketing research.
compare and contrast 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.

Minnesota Transfer Curriculum (MnTC): Goals and Competencies N/A
Competency Goals (MnTC Goals 1-6)
None.
Theme Goals (MnTC Goals 7-10)
None.

Practicum hours per week: N/A

Courses and Registration