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Study GuideMarketing Research
© PENN FOSTER, INC. 2017PAGE IIIMARKETING RESEARCHInstructionsCONTENTSINSTRUCTIONS1READING ASSIGNMENTS4LESSON 1: THE ROLE AND VALUE OF MARKETINGRESEARCH INFORMATION6LESSON 2: DESIGNING THE MARKETING RESEARCH PROJECT15LESSON 3: GATHERING AND COLLECTING ACCURATE DATA29LESSON 4: DATA PREPARATION AND ANALYSIS42LESSON 5: EXAMINING RELATIONSHIPS ANDCOMMUNICATING FINDINGS51SELF-CHECK ANSWERS58
© PENN FOSTER, INC. 2017PAGE 1MARKETING RESEARCHInstructionsINSTRUCTIONSINTRODUCTIONKnowing who your target audience is and what they most want is key to having asuccessful marketing campaign. This information comes to light thanks tomarketingresearch—accurate information gathered to identify market-driven opportunities andproblems. Conducting such research allows businesses to evaluate their own marketingperformance and better understand their customers.In this Marketing Research course, you’ll learn about the phases involved with performingmarketing research. You’ll explore different types of research designs and discover howto select one that will provide the most accurate results that best suit your needs. Finally,you’ll learn how to interpret and analyze the data and then present it to others.COURSE OBJECTIVESWhen you complete this course, you’ll be able to do the following:nDescribe the purpose of marketing research, as well as the steps in the marketingresearch processnRecognize how a marketing research project is designednIdentify the different methods of performing research and collecting datanExplain how research data is prepared and analyzednDescribe how to examine relationships in research results and communicatethe findingsCOURSE MATERIALSThis course includes the following materials:1. This study guide, which contains an introduction to your course, plusnA lesson assignments page with a schedule of study assignments as well asexams for the lessons you’ll complete during this coursenIndividual sections that cover each of the main points of each lessonnSelf-checks and answers to help you assess your understanding of the material2. Your course textbook,Essentials of Marketing Research,Fourth Edition, whichcontains the assignment reading material
© PENN FOSTER, INC. 2017PAGE 2MARKETING RESEARCHInstructionsYOUR STUDY GUIDEThis study guide is intended to help you better understand the material in your textbook.It’s not a complete substitute for reading your texts. The material for this course is dividedinto five lessons, each of which contains numerous short assignments. Each lesson cul-minates with a multiple-choice examination that can be accessed from the student portal.It’s important to complete the exam for a lesson as you complete the lesson. Trying tostudy for multiple lesson examinations at the same time may lead to unnecessary confu-sion of terms and concepts.

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Term
Fall
Professor
anand

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