BUSA 467 Marketing Research (4 credit hours)
Course Description -
Investigation of techniques and uses of marketing research in business decision-making process.
Research design, survey methods, sampling plans, data analysis, and field projects.
Prerequisites: BUSA 308
MR2 , Brown/Suter, South-Western, Mason, OH.
Course Learning Outcomes:
This course seeks to enable the student to understand the role and use of research in marketing
management decision-making, and to apply knowledge of marketing research to a project. Specific learning outcomes are:
a working knowledge of marketing research concepts and methods,
the ability to critique published research and be sensitive to the biases/limitations of marketing research and data,
develop proficiency in use a computer statistical analysis system (SPSS or equivalent),
prepare and present (oral and written) marketing research project report, and
contribute to the development of School of Business core competencies.
Prof. Susan Harmon
Office: Morken Center 325
e-mail: [email protected]
Office Hours: T- 1:00-1:45, 4:00-6:00, R -10:00-11:30, 1:00-1:45
* Other hours by appointment or drop by. I am
happy to schedule meetings at times outside of office hours.
BUSA 467- Schedule
(Subject to revisions – always check Sakai and your PLU e-mail for updates)
T/R 1:45-3:30, Rm 125
BUSA 467 Fall 2014
September 9 Course Introduction; Introduction to Marketing Research, Ch. 1 11 Ch. 2 16 Ch.2 18 Library Research Module – Bring laptop to class 23 Ch. 3 25 Ch. 4 30 Exam 1 (Ch 1-4)
October 2 Ch.5 7 Ch. 6 9 Data collection exercise 14 Ch. 7 16 Ch. 8
21 Ch. 8 23 Exam 2 (Ch. 6-8)
Friday 24 Mid-semester break 28 Ch. 9 30 Ch.10
November 4 Ch. 10, 11 6 Exam 3 (Ch. 9-11) 11 Ch. 12 13 Ch. 12, 13 18 Ch. 13 20 Ch. 13 25 Exam 4 (Ch.12-13) 27 Thanksgiving Holiday ☺
December 2 Ch. 14 4 Presentations 9 Presentations 11 Presentations 16 FINAL EXAM
Course Requirements and Standards:
The research librarian will be visiting class and working with you on an assignment. The assignment will be
posted on Sakai. The completed assignment should be submitted to the Sakai Dropbox. This is worth 25 points.
Four exams have been scheduled throughout the semester to evaluate understanding of key concepts. There will be no
makeup exams. If an exam is missed, the Final exam will take the place of the missed exam. The final exam will cover concepts
from throughout the semester.
There will be two different surveys that you will need to distribute and collect. At least one of the surveys will be
used in the group effort. These are worth 25 points each, for a total of 50 points.