Course

Course Summary

Credit Type:

Course

ACE ID:

ICS-0055

Organization's ID:

MKT260

Organization:

Penn Foster College

Location:

Classroom-based

Length:

Self-paced (52 weeks)

Dates Offered:

Credit Recommendation & Competencies

Level	Credits (SH)	Subject
Lower-Division Baccalaureate	3	Marketing Research or Research Methods

Description

Objective:

The course objective is to learn about the nature and scope of marketing research; the differences between qualitative and quantitative research, different research designs, sampling methods, data analysis, and communicating marketing research findings through multi-media presentations with graphically displayed results.

Learning Outcomes:

Demonstrate how marketing research fits into the marketing planning process
Describe the various steps in the marketing research process
Discuss the nature and role of secondary data
Explain the purpose and advantages of both survey and causal research design
Identify the different methods of performing research and collecting data
Explain the role of sampling in the research process and discuss different sampling methods
Explain how research data is prepared and analyzed
Describe the process for quantitative data preparation and analysis
Explain how to test hypotheses and perform basic data analysis in quantitative research
Describe how to examine relationships in research results and communicate the findings
Recognize and evaluate the types of relationships among variables
Describe the purpose of marketing research, as well as the steps in the marketing research process
Understand how a marketing research project is designed
Identify qualitative data collection methods as well as observation methods used to collect primary data
Explain the role of measurement in marketing research
Describe the steps in questionnaire design
Identify the steps in qualitative data analysis
Discuss several techniques for communicating and graphically displaying research results