Students registering in grouped study 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 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 that 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 50 percent on the Final Examination and an overall grade of D (50 percent) 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:
Activity
Weight
Assignment 1
15%
Assignment 2
15%
Assignment 3
20%
Final Online Exam
50%
Total
100%
The final examination for this course must be requested in advance and written under the supervision of an AU-approved exam invigilator. Invigilators include either ProctorU or an approved in-person invigilation centre that can accommodate online exams. Students are responsible for payment of any invigilation fees. Students are responsible for payment of any invigilation fees. Information on exam request deadlines, invigilators, and other exam-related questions, can be found at the Exams and grades section of the Calendar.
To learn more about assignments and examinations, please refer to Athabasca University’s online Calendar.
Materials
Hair, J. F., Jr., Celsi, M. W., Ortinau, D. J., & Bush, R. P. (2017). Essentials of marketing research (4th ed.). New York: The McGraw-Hill Companies, Inc. ISBN: 9780078112119 (eText)
All other learning resources will be available online.
Challenge for credit
Overview
The challenge for credit process allows you to demonstrate that you 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 about challenge for credit can be found in the Undergraduate Calendar.
Evaluation
To receive credit for the MKTG 420 challenge registration, you must achieve a grade of at least D (50 percent) on the examination.
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.