BUSI 3207
Marketing Research
Concepts essential for understanding and conducting applied marketing research. Methods for collecting, analyzing, and interpreting data relevant to marketing decision-making. Experience in research techniques through case studies, exercises and project.
2025
Topics
- Role of marketing research (1)
- Defining marketing problems
- Secondary data research (6) Proposal
- Observation (8)
- Measurement & attitude scaling (10)
- Questionnaire design (11)
- Fieldwork, editing, and coding (14)
- Multiple regression
- Presentations
- Presentations Report (with Group Contract, Academic
Readings
- B. J. Babin (2019) Essentials of Marketing Research, 7th ed. (ISBN: 9780357702574).
Undated
Readings
- BABIN, B. (2018). ESSENTIALS OF MARKETING RESEARCH (7TH EDITION).
- South-Western College Pub. (ISBN-10: 0357033930; ISBN-13: 978- 0357033937)
Prerequisites & course information
Precludes additional credit for BUSI 3100. Prerequisite(s): BUSI 2204 or BUSI 2208 (with a grade of C or higher in each), STAT 2601 or STAT 2606 (with a grade of C- or higher in each). Lecture three hours a week.