SYLLABUS - BADM 322Marketing Research Fall2010 University

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
BADM 322 - Marketing Research  Fall 2010  University of Illinois, Department  of Business Administration   Professor: Hong  Yuan Time: TR 9:30 – 10:50 (A); 11:00 – 12:20 (B)  Office: 191 WH Location: 2007 1BIF Phone: 217-333-5255 E-mail: hongyuan@illinois.edu Office Hours: By Appointments Mailbox:  In Room 350 WH Website: http:/ /compass.illinois.edu   Graduate  TA: Erik Bushey TA Email: bushey1@illinois.edu TA Office: Armory  282  Course Objectives:   This course is an overview  of the marketing research process from a methodological perspective,  designed  to provide  a foundation  for effective business decision-making. The key objectives include:  understanding  different  stages of the marketing  research process; becoming  familiar with research terminology   and  methodology; developing  analytical skills for effective marketing  research; and  appreciating how   marketing  research impacts business decisions. It is intended  to make you a well-informed  user of state-of-the- art marketing  research. You will not become a methodological expert in this course but you will be able to  design  and  conduct some important  analyses yourself. The skills covered  in this course are applicable to  marketing  problems encountered  in both consumer  and  business-to-business markets, and  public and  private  sectors. These skills are particularly useful if you plan to go into a consulting or marketing career. Course participants  will learn to unambiguously  define a research goal, create an effective measurement   instrument  (e.g., survey, focus group, depth  interview), and  rigorously analyze the data collected.  Although   basic multivariate analytic techniques  will be introduced, the course will not emphasize analytic techniques  per  se , but rather how  the marketing  research process is carried  out conceptually, translating often vague  managerial concepts to concrete information  about  a firm’s customers and  competitors.   Topics:   Problem  areas to be covered  include  research design  and  implementation, commercial and  electronic data  sources, qualitative research, survey methods, sampling  techniques  and  multivariate analysis (e.g., conjoint  measurement; L OGIT ; factor and  cluster analyses; multidimensional  scaling).  Throughout, emphasis will be  placed on types of analyses appropriate  to particular kinds of marketing  data; however, the course will not be  statistically intensive. Course Format:
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 6

SYLLABUS - BADM 322Marketing Research Fall2010 University

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online