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MARKETING RESEARCH COURSE SYLLABUS PENN STATE WILKES- BARRE Term: Spring, 2009 Instructor: Mrs. Terry Clemente Course Number: MKTG342 Office Phone: 675-9293 Time/Location: Online Delivery, Office Location: H307 Anytime, Anywhere Email: [email protected] Office Hours: Monday 12:30-2 p.m. and 3-4 p.m.; Wednesday 12:30-2 p.m. and 3-4 p.m .in H307, and by appointment . “This course focuses on research approaches, methods, and applications studied as a formal approach to problem solving for marketing decisions. 3 credits. Prerequisite : MKTG301W, Principles of Marketing COURSE OVERVIEW: This course provides an introduction to the field of Marketing Research. Students will learn marketing research skills and tools used to acquire knowledge and solve marketing/managerial problems in today’s changing information environment. Quality writing is important to this course and to students who seek careers in business. It is advisable to take advantage of the Writing Center on campus if you are experiencing difficulties. COURSE OBJECTIVES: After taking this course, you should be able to: Explain the importance of information to the marketing activities of the firm, learn how to conduct marketing research, and analyze information. Understand the role of marketing information research in a strategic marketing planning process. Be aware of career opportunities and important skills needed in the field of marketing research. Know the steps in the marketing research process, and the impact on decision-making. Determine appropriate research objectives related to the problem Be familiar with secondary data sources and databases for solving business problems. Be familiar with primary data collection techniques for exploratory, descriptive, and causal studies. Describe the process of gathering accurate data through sampling, questionnaires, and scaling measurements. Understand how to edit, code, and prepare raw data for statistical analysis. Be able to analyze data and effectively communicate research findings. Understand the ethical challenges facing those involved in research activities.
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COURSE STRUCTURE: The course will be structured using online lessons and the following course lessons will be covered: 1. Introduction to Marketing Research 2. The Research Process 3. Problem Definition and Research Objectives 4. Secondary Data Sources 5. Exploratory Designs 6. Descriptive Research Designs 7. Observation Techniques 8. Sampling: Theory, Designs, and Issues 9. An Overview of Measurement 10. Questionnaire Design 11. Coding, Editing, and Preparing Data for Analysis 12. Data Analysis 13. Preparing and Presenting a Marketing Research Report COURSE MATERIALS: Prior to the course start date, you should have purchased the following: REQUIRED TEXT: Marketing Research , by Joseph F. Hair, Jr., Robert P. Bush, and David J. Ortinau, Fourth Edition, 2009 McGraw-Hill/Irwin.
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This note was uploaded on 06/01/2009 for the course MKTG 347347 taught by Professor Ogden during the Spring '09 term at Penn State.

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