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FALL TERM 2024 • MARKET RESEARCH • FSH / MKT 3810 SECTION 25
Alison M. Wolfe, MBA, MS, PhD, Professor

«COURSE DESCRIPTION«
COURSE OBJECTIVES (ELMIRA COLLEGE COURSE BULLETIN)

“A study of the role of marketing information as the basis for decision making. Topics include cost and value of information under
conditions of uncertainty, research design, methods of data gathering, design of instruments, analysis of data, inference, simulations,
and forecasting” (Elmira College, 2019).

«LEARNING OUTCOMES«
COURSE OBJECTIVES (ELMIRA COLLEGE COURSE BULLETIN)
The student will be able . . .
1. Apply principles and practices related to marketing research used by profit and non-profit organizations.
2. Describe how and why marketing research is affected by an organization’s internal and external environment.
3. Demonstrate use of concepts and practices from other courses, including those in statistics and marketing.
4. Display competence in collaborating with classmates.

« LEARNING OUTCOMES«

1. I can describe how and why marketing research is affected by an organization’s internal and external
environment.
2. I can demonstrate an understanding of the terms, concepts, principles, and practices from other courses
(e.g., statistical methods, principles of marketing, consumer behavior) used in my course assignments.

3. I can differentiate the differences between observation, descriptive and exploratory research.
4. I can discuss the methods of collecting, processing, and analyzing information to make informed marketing
decisions, in particular the use of both qualitative and quantitative data analysis.
5. I have applied and used technology skills in my classroom discussions/assignments, term project, e.g.,
Internet, Excel®, PowerPoint®, and other software products.
6. I can demonstrate an understanding of making marketing data-driven decisions for an organization and
the effects of social, legal, ethical, and technological forces on marketing decision making for an
organization.
7. I have applied and used team-building skills in my classroom setting.
8. I can explain three ethical examples on how to increase survey response rate to your intended target market.
9. I can discuss the research process, explain the various steps, and discuss the format both the written
research report and presentation.
10. I can state the value of conducting exploratory research and collecting secondary data to properly define a
research problem.
11. I can understand the process to plan, conduct, and interpret the findings from a focus group.

12. I can create a market research survey that includes different scales and questionnaire techniques.

13. I can recommend a sampling technique for two different situations and state the reasoning for that type of
sampling method.
14. I can conduct statistical analysis on research data and summarize the findings in a research report.

15. I can demonstrate critical thinking skills to complete a written research report in APA style.

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