Marketing Research MKTG 3401 – Fall 2019 Section 02 T/F 3:25 pm – 5:05 pm 222 Hayden Professor: Felicia Lassk Office: Hayden Hall 225 & 177 Huntington Avenue, 13 th Floor Office hours: T, 2:15 pm – 3:15 p.m. and by appointment Phone: (617) 373-5307 Email: [email protected] Blackboard: northeastern.blackboard.com “MKTG3401 10471 Marketing Research SEC 02 Fall 2019”” Text: The Handbook of Mobile Market Research , 2014, Poynter, Williams & York (PW&Y), Wiley, select chapters ebook available at Snell Library – unlimited online access New Methods of Market Research and Analysis , 2017, Erickson, Elgar Publishing. ( E ) Hard copy (2017 - $108) , paperback (2019 - $38.36) and ebook (2017 – available at eBooks.com and GooglePlay) editions. Ebook available at Snell Library – 3 online copies. An Introduction to Marketing Research , 2010, Smith & Albaum (S&A) eBook provided Prerequisites: MKTG 2201, MGSC 1201 and 64 SH toward the degree Course Description: This course focuses on the marketing research process and the analysis of data using SPSS statistical software. It gives students the opportunity to develop an understanding of consumer attitudes and behavior processes as the basis of the design of marketing problems. The course covers topics such as problem definition, research design, sampling, attitude measurement, questionnaire design, data collection, and data analysis for insights. Learning Objectives: Students will have the opportunity to: 1. Define marketing research and its role in business organizations. 2. Describe and compare elements of the marketing research process. 3. Demonstrate course content by designing and implementing a survey marketing research project. 4. Use SPSS to carry out appropriate statistical analyses. Statistical Software: Information on how to access SPSS will be provided. For technical help, contact 617-373-HELP.
Time Investment: Each student is expected to arrive on time, remain for the full session, read all assigned chapters and materials in advance , and actively participate in class discussion and the semester long group project. For computer lab days, students should bring their laptop to class and be able to access SPSS. Students should expect to spend about 8-12 hours per week preparing for class and working on reading assignments/project. Use of Wireless Devices and Mobile Phones in Class: Students are expected to act professionally in the classroom. Therefore, laptops are permitted for use during class time for taking notes or for class lab. Use of chat programs, web surfing, texting and other non-class related activities on laptops or mobile phones are strictly prohibited. Failure to adhere to this policy will jeopardize a student’s class participation grade. Further, use of mobile phones during examinations is strictly prohibited (see Academic Honesty Policy).
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