This course will provide students with an overview of qualitative and quantitative marketing research methods. Students will identify and apply appropriate research methods to support evidence-based decision-making.
The foundation to making wise marketing decisions in an ever-changing, increasingly fragmented market is through effective consumer marketing research. Companies use it to remain competitive and to avoid the high costs associated with making poor marketing decisions. Some marketing students go on to careers in marketing research. In addition to measuring consumer preferences and behavior in order to predict successful future product and service offerings, research methodologies can be used to measure the effectiveness of marketing programs within the company.
Measurable Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Distinguish which research methodologies best suit the approach needed to solve the established research question(s).
- Design qualitative questions and techniques to solve for situations provided in a case study or individual project.
- Design quantitative questions and statistical tests to solve for situations provided in a case study or individual project.
- Design web analytical model to determine current online consumer behavior for a company provided in a case study or individual project.
- Integrate Christian Worldview within the field of marketing research.
Textbook readings and incorporated presentations
Course Requirements Checklist
After reading the Syllabus and Student Expectations, the student will complete the related checklist found in Course Overview.
The student will complete 3 Discussions in this course. The student will post one thread of at least 300 words by 11:59 p.m. (ET) on Thursday of the assigned Module: Week. The student must then post 2 replies of at least 250 words each by 11:59 p.m. (ET) on Monday of the assigned Module: Week. For each thread, students must support their assertions with at least 4 scholarly citations and one Scripture reference in APA format. Each reply must incorporate at least 2 scholarly citations and one Scripture reference in APA format. Sources include the course text, Bible, scholarly journal articles, and valid online resources.
Research Report Assignment
The student will complete the Research Report Assignment in 4 parts:
Research Report: Research Problem Assignment
The student will identify a company or issue of focus and the research problem to be studied in at least 200 words. The student will also submit a brief literature review of at least 300 words, incorporating at least 4 scholarly resources.
Research Report: Survey Design Assignment
The student will discuss how the definition and use of quantitative research in at least 200 words. The student will also describe in at least 200 words the methodology they will use for the study. The student will submit a Questionnaire Design following the assignment instructions in Appendix A.
Research Report: Data Collection and Analysis Assignment
The student will deploy their survey and begin collecting survey data. The student will organize coded data from the survey results in an Excel document. The student will submit 3 tables created using Excel in Appendix B. Under each table, the student will write an analysis of the data in least 150 words. At least 1 table must be turned into a graph (either a bar or pie chart).
Research Report: Project Submission Assignment
The student will bring compile a complete Research Report. The student will include a Results discussion of at least 350 words. The student will also include Conclusions and Recommendations of at least 300 words. The student will place the coded survey data from Excel as Appendix C and any retain graphs in Appendix B that were created but not included in the Results.
Read & Interact Assignments (8)
Each module, the student will complete a Read & Interact assignment through SmartBook in Connect. The student will then complete the comprehension questions related to the assigned reading.
The student will complete 4 quizzes in the course. The first 3 quizzes are are open-book and open-notes and consist of 20 true/false and multiple-choice questions. The student will have 60 minutes to complete each quiz.
Quiz: Final is open-book and open-notes and consists of 45 true/false and multiple-choice questions and two essay questions. The student will have 90 minutes to complete Quiz: Final.