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Marketing 301: Marketing Research
Version 1 and 2: 20 hours (8 weeks).
Version 1: April 2012 - November 2017. Version 2: December 2017 - Present.
Version 1 and 2: Upon successful completion of the course, students will be able to: compare the different methods and processes involved in exploratory marketing research: qualitative and quantitative research, the literature review process, observational research, methods of gathering data, and ethnographic research; facilitate survey marketing research and distinguish between the different methods and styles of descriptive research, including sampling methods, social research data and external market research; outline the process and methods involved in causal marketing research, including the causal effect, causal and relational hypotheses, and use experiments to collect social research data; categorize and evaluate the different types and methods of data analysis and data analytics tools, and collect that data within a formal report; assess trends and issues within marketing research, including: mobile marketing, customer experience and retention, ethics, and data-driven business decisions; and design and report on market research performed through four phases of the information research process, including determining the problem, selecting the research design, executing the research design, and communicating the research results.
Version 1 and 2: The course is self-paced. Instruction is delivered through online video and text lessons. Students are assessed through quizzes and a proctored final exam. Topics include: foundations of marketing research; exploratory research in marketing; descriptive research in marketing; causal research in marketing; data analysis in marketing research; and trends and issues in marketing research.
Version 1: In the lower division baccalaureate/associate degree category, 3 semester hours in Marketing or Business Administration (4/17). Version 2: In the upper division baccalaureate degree category, 4 semester hours in Business, Marketing, Social Science Research, or Statistical Analysis/Quantitative Methods (Mathematics) (12/17) (10/22 revalidation).