BU-402 : Marketing Research
Course, prefix, number, & title: BU-402 Marketing Research
Hours (Class, recitation, Laboratory, studio): 3 class hours
Pre-requisites (if any): BU-401
Course Description in college catalog:
This course is a survey of basic marketing research techniques. Students will explore ethical issues faced by marketers, marketing researchers, and people who participate in marketing research; the use of secondary and primary data; formulating research design; data collection; sampling; questionnaire design; interpretation of data; report design; and enhancing the quality of marketing decisions.
Academic programs for which this course serves as a requirement or an elective:
General Education Outcomes: Below is a listing of General Education Outcome(s) that this course supports.
Use analytical reasoning to identify issues or problems and evaluate evidence in order to make informed decisions
Course-specific student learning outcomes:
Students will achieve the following course objectives:
Understand the role marketing research plays in helping marketers make effective and ethical marketing decisions.
Discuss the occasions when marketing research may be appropriate.
Distinguish between primary and secondary data.
Distinguish between basic and applied marketing research.
Explain the differences among exploratory, descriptive and causal research.
Discuss the various types of non-probability and probability samples.
Outline the steps marketing researchers use to develop sampling plans.
Appraise major measurement scales.
Outline the core elements of a marketing research report.
Identify and explain fundamental marketing principles and processes.
Methods by which student learning will be assessed and evaluated; describe the types of methods to be employed; note whether certain methods are required for all sections:
Academic Integrity policy (department or College):
Academic honesty is expected of all students. Any violation of academic integrity is taken extremely seriously. All assignments and projects must be the original work of the student or teammates. Plagiarism will not be tolerated. Any questions regarding academic integrity should be brought to the attention of the instructor. The following is the Queensborough Community College Policy on Academic Integrity: "It is the official policy of the College that all acts or attempted acts that are violations of Academic Integrity be reported to the Office of Student Affairs. At the faculty member's discretion and with the concurrence of the student or students involved, some cases though reported to the Office of Student Affairs may be resolved within the confines of the course and department. The instructor has the authority to adjust the offender's grade as deemed appropriate, including assigning an F to the assignment or exercise or, in more serious cases, an F to the student for the entire course." Read the University's policy on Academic Integrity opens in a new window(PDF).
Any student who feels that he or she may need an accommodation based upon the impact of a disability should contact the office of Services for Students with Disabilities in Science Building, Room S-132, 718-631-6257, to coordinate reasonable accommodations for students with documented disabilities. You can visit the Services for Students with Disabilities website.