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

COURSE INSTRUCTOR: Alison M. Wolfe, MBA, MS, PhD

OFFICE: McGraw Hall #200 E-MAIL: awolfe@elmira.edu

OFFICE: 607.735.1787 « HOME: 607.936.3337 « CELL: 607.329.8020

DROP-IN OFFICE HOURS:
è Mondays: 2:35 PM - 4:15 PM

1:1 STUDENT MEETINGS

è Available by appointment: in-person or via Zoom®, 7 days a week

COURSE CREDITS: #3.0 (120 hours) Distribution Requirement

COURSE PREREQUISITES: N/A

01 CLASS SCHEDULE: TUESDAY / THURSDAY, 11:20 AM – 12:50 PM
* Please also refer to “COURSE OUTLINE”

CLASS LOCATION: Meier Hall, Morris Room

The American Marketing Association (AMA) defines market research:

"The function that links the consumer, customer, and public to the marketer through information–information used to identify and define marketing opportunities and
problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research
specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the
results, and communicates the findings and their implications” (2017, August).

This course is designed to introduce YOU to the evolving field of market research, through the discussion of several
key concepts, processes, and techniques, as well as their applications in the business world. We will address a range
of conceptual, methodological, and ethical issues so that YOU may fully develop the professional skills necessary to
conduct worthy market research.

This course will provide YOU with the knowledge and skills to plan and execute market research projects and
provide YOU with the fundamental understanding of how to analyze, apply and utilize the market research
information. As such YOU will be better able and qualified to make well-reasoned and strategic marketing decisions.
Furthermore, YOU will gain an appreciation of the breadth and depth of this subject and its significance in the
global marketplace.

Starting with an overview of the basics marketing research, research design is discussed, including discussion of how
both qualitative and quantitative data are used, followed by a discussion of some quantitative methods for analyzing
research data for use in decision-making. Bottom-line, this course will provide YOU with not only an overview of
market research methods but will additionally provide YOU with an experiential learning experience allowing YOU
to apply the course knowledge and content YOU gained to a “real-world” situation.

It is your instructor, Alison M. Wolfe’s primary goal in this course that it be a fun learning experience – 12++ weeks
of conversation on the science and practice of market research. Given that we are studying marketing, YOU will all
have numerous insights that YOU will be able to share, not only based on your own personal experiences, but also
based on the course materials YOU will be required to read. J

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