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Number:MK433
Name:Marketing Research
Description:This is an introductory course in research design and methodology. Topics include research design, questionnaire construction, data collection and analysis, sampling, and report generation. Qualitative and quantitative methods are explored.
Credit(s):3
Offered (DAY schedule):Every fall semester
Instructor Permission Required:N
Pre-Requisite(s): MK116
MS206

Course Objectives

At the conclusion of this course, students will be able to: Conduct an independent quantitative research project; Design a qualitative research project; Prepare a professional research report; Determine the appropriate research methodology and design, depending on the research problem; Create a research questionnaire; Present research findings

Books Previously Used in this Course

Term Year Title ISBN Author Edition Publisher
S 2013 Essentials of Marketing Research 0-07-340482-9 Hair, Joseph 2ND 10 Richard D. Irwin, Inc.
F 2012 How to Ask Survey Questions 0-7619-2579-1 Fink, Arlene 2ND 03 Sage Publications, Inc.
F 2011 HOW TO ASK SURVEY QUESTIO 0-7619-2579-1 FINK 2 SAGE
F 2010 FOCUS GROUPS 1-4129-6947-6 KRUEGER 4 SAGE
F 2010 HOW TO ASK SURVEY QUESTIO 0-7619-2579-1 FINK 2 SAGE
S 2010 MARKETING RESEARCH 0-07-340470-5 HAIR 4 MCG
F 2008 FOCUS GROUPS 0-7619-2071-4 KRUEGER 3 SAGE PUBLICATIONS INC.
F 2008 HOW TO ASK SURVEY QUESTIO 0-7619-2579-1 FINK 2 SAGE PUBLICATIONS INC.
F 2007 FOCUS GROUPS KRUEGER 3 SAGE
F 2007 HOW TO ASK SURVEY QUESTIO FINK 2 SAGE
F 2005 FOCUS GROUPS KRUEGER 3RD 00
F 2005 HOW TO ASK SURVEY QUESTIONS FINK 95
F 2003 Focus Groups 0761920714 Krueger 3 Sage
F 2003 How to Ask Survey Questions 0803957459 Fink Sage
F 2002 FOCUS GROUPS 0072820209 KUREGER 3 SAGE
F 2002 HOW TO ASK SURVEY QUESTIONS 0803957459 FINK SAGE
F 2000 Focus Groups 0-8039-5567-7 Krueger 2 Sage
F 2000 How To Ask Survey Questions (TSK#2) 0-8039-5745-9 Fink Sage
W 2000 Focus Groups 0-8039-5567-7 Krueger 2 Sage
W 2000 How To Ask Survey Questions 0-8039-5745-9 Fink Sage
F 1999 Focus Groups 0-8039-5567-7 Krueger 2 Sage
F 1999 How to Ask Survey Questions (Tsk#2) 0-8039-5745-9 Fink Sage
F 1999 How to Conduct Interviews by Telephone & In Person (Tsk#4) 0-8039-5719-x Frey Sage
Thomas College. Beyond Education.