Marketing (MKTG) 466
Marketing Research (Revision 3)
Revision 3 closed, replaced by current version.
Delivery Mode:Individualized study online or grouped study.**
Credits:3
Area of Study:Applied Studies
(Business and Administrative Studies)
Prerequisite:MKTG 396 or an equivalent introductory marketing course.
Centre:Faculty of Business
MKTG 466 has a Challenge for Credit option.
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**Note:Students registering in grouped study, or grouped study international mode are advised that there may be some differences in the evaluation and course materials information indicated below. To obtain the most up-to-date information, contact the Faculty of Business Student Support Centre at 1-800-468-6531.
Overview
Marketing research takes many forms, and gives organizations a way to obtain information about their customers. Such information is used primarily for making marketing decisions, so marketing research can be an important strategic tool. Furthermore, marketing research allows an organization to determine the needs and wants of its customers, and how those needs and wants might be best satisfied.
MKTG 466 identifies different sources of marketing research data, examines processes for collecting and analyzing research data, and demonstrates methods for preparing and presenting marketing research reports. The course is intended to: (a) raise your awareness of the importance of marketing research; (b) transform you into an educated consumer of marketing research; and (c) give you the tools you need to perform basic marketing research.
Outline
MKTG 466 consists of 14 lessons, which examine the following topics:
Lesson 1: Marketing Research for Decision Making
Lesson 2: The Marketing Research Process and Proposals
Lesson 3: Literature Reviews and Hypotheses
Lesson 4: Secondary Data and Sources
Lesson 5: Qualitative and Observational Research Designs
Lesson 6: Descriptive and Causal Research Designs
Lesson 7: Sampling Theory and Methods
Lesson 8: Measurement and Scaling
Lesson 9: Designing the Questionnaire
Lesson 10: Analyzing and Reporting Qualitative Research
Lesson 11: Preparing Data for Quantitative Analysis
Lesson 12: Basic Data Analysis for Quantitative Research
Lesson 13: Examining Relationships in Quantitative Research
Lesson 14: Reporting and Presenting Results
Evaluation
Your final grade is determined by a weighted average of the grades you receive for three written assignments and a Final Examination. You must achieve a minimum grade of D (50%) on the Final Examination and an overall grade of D or better for the entire course. You are advised not to attempt the Final Examination until you have received feedback on all of the assignments you have submitted.
| Assignment 1 | Assignment 2 | Assignment 3 | Final Exam | Total |
|---|---|---|---|---|
| 20% | 25% | 25% | 30% | 100% |
To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.
Note: The final examination for this course must be taken online at an invigilated location. It is your responsibility to ensure a computer with an Internet connection and Internet Explorer 5.0 or higher is available for your use at the invigilation centre.
Course Materials
Textbook
Hair, J.F. Jr., Wolfinbarger, M., Ortinau, D.J., & Bush, R.P. (2008). Essentials of Marketing Research. Toronto, ON: The McGraw-Hill Companies. Inc. ISBN: 9780073381022
Other materials
All other materials will be available online.
Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized-study counterparts.
Opened in Revision 3, October 14, 2009.
View previous syllabus
Last updated by SAS 09/10/2013 12:09:42
