Home >> Courses Catalogue >> MARKETING RESEARCH
Course Code: 
COX 4117
Course Credit Units: 
Semester 1
Year of Study: 
Year 4
Undergraduate or Graduate Level: 
Undergraduate Level
Academic Programs: 
Course Description & Objectives: 

This course concerns the use of marketing research as an aid to making marketing decisions. Specifically, this course addresses how the information used to make marketing decisions is gathered and analyzed. Accordingly, this course is appropriate for both prospective users of research results and prospective marketing researchers.                                                                                                                                                                                                                                                                   Course Objectives

  • Describe the marketing research process
  • Assess the marketing information systems
  • Examine the marketing research problems and solutions
  • Carryout marketing research forecast for the business.


Learning Outcomes: 
  • Should be able to appreciate marketing research as a process that involves a sequence of activities, each compatible with the preceding stage(s);
  • Should have a thorough understanding of the strengths and weaknesses of alternative research designs;
  • Should be aware of the many sources of marketing information and have some knowledge of the various means for gathering such information;
  • Should be more sensitive to the biases and limitations of marketing data and data analysis;
  • Should have a general understanding of uni-variate and multivariate data analysis techniques (i.e., should be able to decide when a particular technique is appropriate and understand the managerial implications of analytical results); and
  • Should be able to design and execute a basic survey research project.
  • Develop a marketing research report.
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