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This course covers basic research methodology applied to marketing issues. Students study methods and techniques for collection, analysis, and interpretation of primary and secondary data for customer and business marketing.
Faculty and students/learners will be held responsible for understanding and adhering to all policies contained within the following two documents:
University policies: You must be logged into the student website to view this document. Instructor policies: This document is posted in the Course Materials forum.
University policies are subject to change. Be sure to read the policies at the beginning of each class. Policies may be slightly different depending on the modality in which you attend class. If you have recently changed modalities, read the policies governing your current class modality.
Aaker, D. A., Kumar, V., & Day, G. S. (2007). Marketing research (9th ed.). Hoboken, NJ: John Wiley & Sons.
Burns, A. C., & Bush, R. F. (2006). Marketing research: Online research applications (5th ed.). Upper Saddle River, NJ: Prentice Hall.
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
McDaniel, C. & Gates, R. (2007). Marketing research essentials (6th ed.). Hoboken, NJ: John Wiley & Sons.
All electronic materials are available on the student website.
|Week One: Introduction to Market Research | | |Details |Due |Points | |Objectives |Define market research. | | | | |Describe the importance of marketing research to management. | | | | |Explain the value of market research in the global economy. | | | | |Identify situations in which market research is needed. | | | |Readings |Read materials available on the University of Phoenix student website. | | | | |Read Ch. 1 & 2 of Marketing Research (McDaniel & Gates). | | | | |Review this week’s Electronic Reserve Readings. | | | |Participation |Participate in class discussion. |Daily |1 | |Discussion Questions |Respond to weekly discussion questions. |Daily |1 | |Learning Team Instructions |Over the next 3 weeks, your Learning Team completes assignments related to creating the |...