Programs Offered
Areas of Study
Bachelor Degree Programs
Masters Degree Programs
Doctoral Degree Programs
Courses & Curriculum
Register for Program
Home Page
About AIU
Distance Learning
Admissions
Online Courses
Career Center
Online Library
Accreditation
Press Room
Alumni

<<< click here to get back to the BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)

MKT 205 Marketing Research

Because the external marketing and competitive environment changes so quickly, those involved in the marketing process must continuously monitor and evaluate customers and potential clients as well as competitive activity. In addition to available data from public sources, it is often imperative for marketers to obtain specific intelligence through "custom designed" primary research.

Developing your own custom designed research relies on techniques such as surveys, observation and sometimes experimentation to provide the information needed to enable you to plan, implement and control marketing and sales strategies and tactics. Finally, the seminar will offer different methods, which can be used to cut the cost of marketing research, potentially saving the manager's company thousands of dollars.

The following are acceptable topics for this course:
  • The usefulness of different research techniques and how to avoid using inappropriate methodologies
  • How to evaluate research suppliers and their proposals
  • When to use "qualitative" research
  • What sample sizes are needed to produce reliable results
  • How to design and evaluate questionnaires that will give you valid results
  • How to interpret research suppliers' reports of findings
  • What are the limitations and pitfalls to avoid with various research methodologies
  • How to evaluate advertising and promotional strategies
  • How to reduce the costs of conducting marketing research
Recommended Text(s)
Marketing Research
Malhotra, Pearson LATEST EDITION
Home | Spanish | Portugese | Chinese | French | Online Courses | Available Courses | View Course Demo | Career Center | Available Positions | Ask Career Coach | The Job Interview | Writing Resume | Accreditation | Areas of Study | Bachelor Degree Programs | Masters Degree Programs | Doctoral Degree Programs | Course and Curriculum | Human Rights | Online Library | Links Exchange | 54 Million Records | Press Room | Representations | Student Publication | Share with Us | Alumni | Graduates | Sponsors | General Information | Mission & Vision | School of Business and Economics | School of Science and Engineering | School of Social and Human Studies | Download Center | Admission Requirements | Tuition | Apply Online | Faculty & Staff | Distance Learning Overview | Student Testimonials | Frequently Asked Questions | Distance Learning Request Information | Register for Program | Admission Application Form

Copyright ® 2005 Atlantic International University . All rights reserved.

Powered and designed by BMR.
Google