Marketing Research: Concept and Applications

Topics: Quantitative research, Qualitative research, Scientific method Pages: 12 (3525 words) Published: May 30, 2014
Simmons College
School of Management
Market Research – MGT 335/GSM 526B
Fall 2006
Wednesdays 5:30 pm – 8:20 pm

Petra Leone Steriti
(t) 978-526-4107

Office Hours:
Wednesday 4:00-5:00 pm or by appointment

Reaching me:
I typically am available between 9:00 am and 5:00 pm Monday through Friday via telephone or email. If you call and don’t get me, please indicate a good time to return your call and give me a number where I can reach you. Also, when contacting me, please briefly indicate what your question is. I will return your call or email within 24 hours. If you think your call or email is urgent, please indicate that.


Marketing Research introduces the concepts and applications of market research through the marketing management approach. This course emphasizes the basic methodologies, as well as introduces a variety of techniques, and demonstrates how research applies to strategy, including marketing, advertising, sales and product design and development.


The purpose of this course is to make you a knowledgeable research consumer and a beginning practitioner. The focus will be on qualitative (exploratory) and quantitative research execution and the application of research findings and analysis in decision making. The course is geared toward the practical application of research, though gaining a working knowledge of certain terminology will be important. Specific learning objectives are to:

1. Understand the relationship between market research and decision making 2. Learn the processes used in formulating and conducting market research projects 3. Understand of the market conditions under which research may be undertaken, and the impact of these conditions on the type of research to be conducted, including the methodology and project management 4. Comprehend the range of qualitative and quantitative techniques and methods available in market research, including applicability and limitations 5. Be able to use the language of market research as it is used by practitioners and business people 6. Learn to perform some of the more common qualitative and quantitative techniques, including protocol/survey construction, data collection/fieldwork and analysis and reporting


Textbook: Marketing Research Essentials, 5th Edition, C. McDaniel & R. Gates.

Supplemental book: Business-to-Business Marketing Research, 1st Edition, M. Block & T. Block.


Undergraduates: MGMT 250 (Marketing) and Math 118M (Statistics) Graduates: GSM 425 (Marketing) and GSM 415 (Quantitative Analysis)

Every student should have a good command of marketing fundamentals and statistics. While this course may provide some refresher material, it is expected that students will have retained the general concepts. It also is expected that any student who feels deficient in any essential areas of marketing fundamentals or statistics will have sufficient self initiative to remedy the situation.


This is a School of Management joint course designed for undergraduates and graduates. Overall, the material for both is the same. However, there are two key differences for graduate students: 1. Two optional course sessions

Due to the number of course credits for graduate students, there are two optional classes. These are clearly identified in the course schedule. There are quizzes on both evenings. You may wish to come to class to take the quizzes and then leave. If you choose not to do this, you must talk with me to make arrangements to take the quizzes.

2. Research project
The project will be done on an individual basis, unless there is more than one graduate student in the course. In this case, you may decide to work in pairs. Your project should have a real-world application, e.g., relating to work, for a Simmons campus office, for an existing...
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