Course Overview
Marketing research is the foundation of all marketing activities because it provides the data needed to make key strategic decisions about products, promotions, pricing, and other key organizational decisions. This course will provide information about the process of investigation and problem analysis by using research to produce key marketing statistics that are communicated to management and used throughout the organization. This course concludes with the execution, interpretation, and presentation of marketing research.
Objectives
- Plan, organize, and manage day-to-day marketing research activities.
- Design and conduct research activities to facilitate marketing business decisions.
- Use information systems and tools to make marketing research decisions.
- Describe the impact of economics, economics systems and entrepreneurship on marketing.
- Implement marketing research to obtain and evaluate information for the creation of a marketing plan.
- Plan, monitor, manage, and maintain the use of financial resources for marketing activities.
- Plan, monitor, and manage the day-to-day activities required for continued marketing business operations.
- Describe career opportunities and the means to achieve those opportunities in each of the Marketing Career Pathways.
- Select, monitor, and manage sales and distribution channels.
- Determine and adjust prices to maximize return while maintaining customer perception of value.
- Obtain, develop, maintain, and improve a product or service mix in response to market opportunities.
- Communicate information about products, services, images, and/or ideas to achieve a desired outcome.
- Use marketing strategies and processes to determine and meet client needs and wants.
Careers in Marketing Research Course Requirements
There are no requirements that must be met before the student begins this course.
Careers in Marketing Research Course Outline
Unit 1: The World of Marketing Research
- Chapter 1: Overview of Marketing Research
- Lesson: Introduction to Market Research
- Project: Discovering Business Problems
- Lesson: Market Research and the Organization
- Project: Pets and People’s Attitudes Toward Them
- Lesson: Trends in Marketing Research
- Lesson: Introduction to Market Research
- Chapter 2: Marketing Research and Decision-making
- Lesson: Function of Marketing Research
- Project: Utilizing the Functions of Marketing Research
- Lesson: Using Marketing Research for Decision-Making
- Project: Making Decisions Using Marketing Research
- Lesson: Types of Marketing Research
- Lesson: Function of Marketing Research
Unit 2: The Marketing Research Industry and Ethics
- Chapter 1: The Marketing Research Industry
- Lesson: Overview of the Marketing Research Industry
- Project: Making Decisions Using Marketing Research
- Lesson: Key Firms Within the Industry
- Lesson: The Marketing Research Industry Structure
- Project: Understanding and Utilizing the Marketing Research Industry Structure
- Lesson: Overview of the Marketing Research Industry
- Chapter 2: Research Ethics
- Lesson: Marketing Research Ethics
- Project: Examining a Code of Marketing Research Standards
- Lesson: Ensuring Ethical Standards in Each Phase of Research
- Project: Ethical Case Studies
- Lesson: Participants’ Rights and Responsibilities
- Lesson: Marketing Research Ethics
Unit 3: Types of Marketing Research
- Chapter 1: Traditional Survey Research and Secondary Data
- Lesson: Overview of Traditional Research Methods
- Lesson: Using Surveys and Types of Surveys
- Project: Creating a Survey
- Lesson: Secondary Data and its Role in Marketing Research
- Project: Utilizing Secondary Data
- Chapter 2: Online Marketing Research
- Lesson: Technology and Marketing Research
- Project: Utilizing Technology in Marketing Research
- Lesson: Reaching Participants Online
- Lesson: Determining if Online Marketing Research is the Right Choice
- Project: Determining if Online Marketing Research is the Best Choice
- Lesson: Technology and Marketing Research
Unit 4: Marketing Research Basics
- Chapter 1: Concepts of Measurement
- Lesson: Overview of Measurement and Labeling of Information
- Project: Measurement in Marketing Research
- Lesson: Data Types and Marketing Research
- Project: Examples of Nominal, Ordinal, Interval, and Ratio Scales
- Lesson: Data Examples and When to Use Each Type
- Lesson: Overview of Measurement and Labeling of Information
- Chapter 2: Data Processing
- Lesson: Raw Data into Useful Information
- Lesson: The Five Steps in the Data Processing/Analysis Phase
- Project: Careers in Data Processing and Analysis
- Lesson: Tabulating the Data
- Project: Examples of One-Way Tabulation and Cross-Tabulation
Unit 5: Putting It All Together
- Chapter 1: Communicating the Research Results
- Lesson: Communicating the Research Results
- Project: Marketing Research Report
- Lesson: Decisions Based on the Findings
- Project: Examples of Conclusions and Recommendations/Decisions
- Lesson: Implementing the Decision
- Lesson: Communicating the Research Results
- Chapter 2: Managing Marketing Research
- Lesson: Managing Marketing Research for the Long Term
- Project: Changes that Require New or Updated Decisions
- Lesson: Evaluating Decisions and Updating Information through Marketing Research
- Lesson: Continued Uses for Data
- Project: Continued Uses of Data
- Lesson: Managing Marketing Research for the Long Term