TERM: | 2004-05 Winter | |||||||||||||
COURSE NUMBER: | BUSI 439 | |||||||||||||
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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:
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. | |||||||||||||
RESOURCES: | Alreck and Settle, The Survey Research Handbook, 2nd ed., Irwin 1995. | |||||||||||||
MARK DISTRIBUTION IN PERCENT: |
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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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