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COURSE TITLE: Marketing Research
NAME OF INSTRUCTOR: John R. Sutherland
CREDIT WEIGHT AND WEEKLY TIME DISTRIBUTION: credits 3(hrs lect 3 - hrs sem 0 - hrs lab 3)
COURSE DESCRIPTION: Marketing research is the systematic planning, collecting, analyzing and reporting of data relevant to marketing decision-making. In this course students will:
    a) gain familiarity with the tools and ethics of marketing research;
    b) learn by doing; ie. Design and execute a significant research project;
    c) interpret and present the research results in a manner that allows the decision-maker to address his/her marketing problem or opportunity.

Prerequisites: BUSI 320 and BUSI 396 and ECON 203
RESOURCES: Alreck and Settle, The Survey Research Handbook, 2nd ed., Irwin 1995.
Class Assignments15%
Class Survey Project (s)50%
Final Exam35%
COURSE OUTLINE: 1. Establishing the project’s direction
2. Obtaining secondary data
3. Methods for obtaining primary data – surveys, attitudes, observations and experiments
4. Sampling
5. Data collection
6. Processing collected data
7. Analysis of data
8. Interpretation and presentation of data

Required texts, assignments, and grade distributions may vary from one offering of this course to the next. Please consult the course instructor for up to date details.

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