Department of Management, Marketing, and International Business

MKT 455 - MARKETING RESEARCH

College of Business, Stephen F. Austin State University

Note: This "standard" course syllabus is only a guide. Actual requirements for a particular course and section of this course are described in the course section syllabus, which should be obtained from the course instructor at the beginning of the respective semester. Requirements listed herein are subject to change without notice.

Catalog Description: Current research techniques to obtain marketing information for effective business decisions.

Prerequisites: MKT 351 (minimum grade of C), CSC 121 and MTH 220

Course Objective: Upon completion, the student should be able to:

  • define research terminology and comprehend appropriate usage situations.
  • execute and interpret quantitative techniques (using statistical software applications)
  • demonstrate an ability to apply knowledge gained to a real-world case study.

Current Textbook: Burns & Bush. Basic Marketing Research Using MS Excel Data Analysis. Current Edition. Pearson/Prentice Hall Publishing.

Evaluation: Student performance will be measured through at least two tests containing a combination of multiple choice, application, and short-answer essay questions and a project(s) in which the focus is an application of the marketing research process.

Course Coordinator:  Dr. Charlotte A. Allen

Course Content:

Required Topics

  • Role of Marketing Research in Marketing
  • Steps in the Marketing Research Process
  • Structure of the Marketing Research Industry
  • Ethics in Marketing Research
  • Secondary Research in a Digital Age
  • Evaluating the Validity and Usefulness of Information Sources
  • Marketing Information Systems and Decision Support Systems
  • Research from a Global Perspective
  • Qualitative Research Techniques
  • Survey Research Issues
  • Observation Techniques
  • Experimentation and Test Marketing
  • Measurement Concepts
  • Attitude Measurement
  • Writing Survey Questions and Overall Questionnaire Design
  • Basic Sampling Issues
  • Sample Size Determination
  • Editing and Coding
  • Statistical Analysis (including software packages Excel and SPSS)
  • Communicating the Research Results

Optional Topics

  • Careers in Marketing Research
  • Conjoint Analysis
  • Designing Consumer Panels

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Last updated: 05/27/08