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

«WOLFE’S DETAILED LEARNING OUTCOMES FOR THIS COURSE«

WHEN YOU FINISH THIS COURSE. . YOU WILL UNDERSTAND WHY AND/OR BE ABLE TO:
Source: Readings, Hair et al (2017) Chapters 1- 13.

1. Describe the impact marketing research has on marketing decision-making and the Chapter 1
marketing planning process.
2. Discuss three ethical issues associated with marketing research and the new skills and Chapter 1
emerging trends in market research field.
3. Discuss the research process and explain the steps. Chapter 2
4. Distinguish between the different research designs, e.g., exploratory, descriptive, and causal Chapters
research designs. 2 & 4
5. Describe how to conduct a literature review, identify the sources of internal and external Chapter 3
secondary data, and be able to discuss the concept of a hypothesis, independent and
dependent variables.
6. Identify the major differences between qualitative and quantitative research and explain Chapter 4
three examples of qualitative data collection.
7. Explain the purpose, advantages, and disadvantages of survey research and experiments used Chapter 5
in research designs.
8. Explain the role, factors, and differences to consider as it relates to sampling. Chapter 6
9. Explain the four basic levels of scales and the differences between comparative and non- Chapter 7
comparative scales.
10. Describe the steps and characteristics of good questionnaire design. Chapter 8
11. Contrast the differences between qualitative and quantitative data analyses. Chapter 9
12. Describe the process for data preparation and analysis. Chapter 10
13. Explain how to test hypotheses using univariate and bivariate statistics. Chapter 11
14. Understand and explain when and how to use regression analysis. Chapter 12
15. Identify the major components in the market research report for both written and oral Assignments
presentation & Project
16. Experience reading and discussing an award-winning marketing book in this course, e.g., Assignment/
“Book Club”. Discussion

17. Develop an awareness of an organization’s social, global, and ethical responsibility in its Assignment/
marketing activities. Discussion
18. Realize, through the group project, that interpersonal skill, collaboration, teamwork as well Virtual Term
as, quality of work determines an individual’s business success. Project
19. Develop oral and written communication skills for marketing presentations. Assignments
& Project
20. Participate in a fun, engaging, and interactive learning environment with your fellow student Our goal:
colleagues and instructor. J Every class
session!

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