MCCCD Program Description

Marketing Research

Course: MKT273

First Term: 2004 Spring

Lecture 3 Credit(s) 3 Period(s) 3 Load
Subject Type: Occupational
Load Formula: S

Description: Planning and preparing for a marketing research effort and presentation of research findings in a professional manner. Includes the study of problem definition, sampling methods, statistical analysis, presentation techniques, and evaluation of data

MCCCD Official Course Competencies
1. Explain the rationale for marketing research and the role it plays in marketing. (I) 2. Select the best primary and secondary research methods for a selected problem. (II) 3. Define marketing problems, and prepare research plans and proposals to address them. (III) 4. Explain the application of various primary research methods to marketing research. (IV) 5. Describe the effective use of focus groups in marketing research. (IV) 6. Develop samples and questionnaires for use in marketing research. (V) 7. Demonstrate elementary statistical analyses on market research. (VI) 8. Present research results in a professional manner. (V) 9. Explain the various applications and value of marketing research. (VI) 10. Describe the value of marketing research to market segment identification. (VII) 11. Explain how marketing research is used to measure advertising effectiveness. (VIII)
MCCCD Official Course Competencies must be coordinated with the content outline so that each major point in the outline serves one or more competencies. MCCCD faculty retains authority in determining the pedagogical approach, methodology, content sequencing, and assessment metrics for student work. Please see individual course syllabi for additional information, including specific course requirements.

MCCCD Official Course Outline
I. Nature and Scope of Marketing Research A. Need for marketing research B. Role of marketing research II. Marketing Research Process A. Secondary data B. Primary data III. The Research Plan A. Problem definition B. Methodology choice C. Sampling techniques D. Study limitations E. Data analysis IV. Primary Data Collection A. Surveys B. Interviews C. Focus groups D. Observation V. Summarizing and Presenting Research Results A. Tabulation and editing B. Elementary statistics C. Software for summary and analysis D Written presentation E. Oral presentation F. Graphic presentation techniques VI. Marketing Research Application A. New product concept testing B. Product movement C. Customer profiling D. Location studies E. Market potential F. Customer satisfaction VII. Market Segmentation A. Consumer segmentation B. Business segmentation C. Geographic segmentation VIII. Measuring Advertising Effectiveness A. Pretesting marketing messages B. Audience measurement

MCCCD Governing Board Approval Date: 2/24/2004

All information published is subject to change without notice. Every effort has been made to ensure the accuracy of information presented, but based on the dynamic nature of the curricular process, course and program information is subject to change in order to reflect the most current information available.