Marketing (MKTG) 466
Marketing Research (Revision 5)
Revision 5 is closed for registrations, replaced by current version
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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.
Faculty: Faculty of Business
MKTG 466 has a Challenge for Credit option.
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 raise your awareness of the importance of marketing research, transform you into an educated consumer of marketing research, and give you the tools you need to perform basic marketing research.
Outline
MKTG 466 consists of 13 lessons, which examine the following topics:
Lesson 1: Marketing Research for Managerial Decision Making
Lesson 2: The Marketing Research Process and Proposals
Lesson 3: Secondary Data, Literature Reviews, and Hypotheses
Lesson 4: Exploratory and Observational Research Designs and Data Collection Approaches
Lesson 5: Descriptive and Causal Research Designs
Lesson 6: Sampling: Theory and Methods
Lesson 7: Measurement and Scaling
Lesson 8: Designing the Questionnaire
Lesson 9: Qualitative Data Analysis
Lesson 10: Preparing Data for Quantitative Analysis
Lesson 11: Basic Data Analysis for Quantitative Research
Lesson 12: Examining Relationships in Quantitative Research
Lesson 13: Communicating Marketing Research Findings
Evaluation
To receive credit for MKTG 466, you must achieve a minimum grade of D (50 per cent) on the Final Examination and an overall grade of “D” (50 per cent) or better for the entire course. You are advised not to attempt the Final Examination until you have received feedback on all three assignments. The weightings for each assignment and the examination are as follows:
| Assignment 1 | Assignment 2 | Assignment 3 | Final Exam | Total |
|---|---|---|---|---|
| 15% | 15% | 20% | 50% | 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 a current web browser is available for your use at the invigilation centre.
Course Materials
Textbook
Hair, J. F., Jr., Celsi, M. W., Ortinau, D. J., & Bush, R. P. (2013). Essentials of marketing research (3rd ed.). New York: The McGraw-Hill Companies, Inc. ISBN: 978-0-07-802881-6
Other materials
All other materials will be available online.
Challenge for Credit Course Overview
The Challenge for Credit process allows students to demonstrate that they have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university level course.
Full information for the Challenge for Credit can be found in the Undergraduate Calendar.
- Undergraduate Challenge for Credit Policy
- Undergraduate Challenge for Credit Procedures
Challenge Evaluation
To receive credit for the MKTG 466 challenge registration, you must achieve a grade of at least “D” (50 per cent) on the examination.
Online Exam
Undergraduate Challenge for Credit Course Registration Form
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 5, July 17, 2013.
View previous syllabus