Maricopa Community Colleges  MKT273   20042-99999 
Official Course Description: MCCCD Approval: 02/24/04
MKT273 20042-99999 LEC 3 Credit(s) 3 Period(s)
Marketing Research
Planning and preparing for a marketing research effort and presentation of research findings in a professional manner. Includes the study of problem definition, sampling methods, statistical analysis, presentation techniques, and evaluation of data. Prerequisites: MKT271, or permission of instructor.
Go to Competencies    Go to Outline
 
MCCCD Official Course Competencies:
 
MKT273   20042-99999 Marketing Research
1. Explain the rationale for marketing research and the role it plays in marketing. (I)
2. Select the best primary and secondary research methods for a selected problem. (II)
3. Define marketing problems, and prepare research plans and proposals to address them. (III)
4. Explain the application of various primary research methods to marketing research. (IV)
5. Describe the effective use of focus groups in marketing research. (IV)
6. Develop samples and questionnaires for use in marketing research. (V)
7. Demonstrate elementary statistical analyses on market research. (VI)
8. Present research results in a professional manner. (V)
9. Explain the various applications and value of marketing research. (VI)
10. Describe the value of marketing research to market segment identification. (VII)
11. Explain how marketing research is used to measure advertising effectiveness. (VIII)
Go to Description    Go to top of Competencies
 
MCCCD Official Course Outline:
 
MKT273   20042-99999 Marketing Research
    I. Nature and Scope of Marketing Research
        A. Need for marketing research
        B. Role of marketing research
      II. Marketing Research Process
          A. Secondary data
          B. Primary data
        III. The Research Plan
            A. Problem definition
            B. Methodology choice
            C. Sampling techniques
            D. Study limitations
            E. Data analysis
          IV. Primary Data Collection
              A. Surveys
              B. Interviews
              C. Focus groups
              D. Observation
            V. Summarizing and Presenting Research Results
                A. Tabulation and editing
                B. Elementary statistics
                C. Software for summary and analysis D Written presentation
                E. Oral presentation
                F. Graphic presentation techniques
              VI. Marketing Research Application
                  A. New product concept testing
                  B. Product movement
                  C. Customer profiling
                  D. Location studies
                  E. Market potential
                  F. Customer satisfaction
                VII. Market Segmentation
                    A. Consumer segmentation
                    B. Business segmentation
                    C. Geographic segmentation
                  VIII. Measuring Advertising Effectiveness
                      A. Pretesting marketing messages
                      B. Audience measurement
                  Go to Description    Go to top of Competencies    Go to top of Outline