Market Research II Essay

MAR 3231, Marketing Research 1

Course Learning Outcomes for Unit II Upon completion of this unit, students should be able to:

1. Discuss marketing research’s primary business functions. 1.1 Discuss the activities and tasks performed by those in the marketing research industry.

2. Discuss basic research designs as applied to research in marketing.

2.1 Describe the basic types of research design. 2.2 Explain how the types of research design contribute to the marketing research process.

8. Examine the marketing research process as an information-gathering process.

8.1 Explain the differences between quantitative and qualitative research methods.

Course/Unit Learning Outcomes

Learning Activity

1.1 Unit Lesson Presentation; “How to Conduct Marketing Research;” “Sources for Market Research Reports;” Essay

2.1 Unit Lesson Presentation; “An Overview of Major Market Research Databases;” “How to Do Market Research – the Basics;” “Research Design Classification;” Essay

2.2 Unit Lesson Presentation; “9 Stages to Marketing Research Success;” Essay

8.1 Unit Lesson Presentation; “Quantitative Versus Qualitative Methods in Social Sciences: Bridging the Gap;” Essay

Required Unit Resources In order to access the following resources, click the links below: Carner, W. J. (2011). How to conduct marketing research. Community Bank Marketing Manual, 25(7), 7.1–

7.47. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=66558406&site=ehost-live&scope=site

Diamond, W., & Oppenheim, M. R. (2004). Sources for market research reports. Journal of Business &

Finance Librarianship, 9(2/3), 91–108. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bsu&AN=13878321&site=ehost-live&scope=site

Martin, J. A. (2009). An overview of major market research databases. Journal of Business & Finance

Leadership, 14(4), 360–365. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bsu&AN=45222314&site=ehost-live&scope=site

Pyle, L. S. (2010). How to do market research – The basics. Retrieved from

https://www.entrepreneur.com/article/217345 Research design method. (2013). Research design classification. Retrieved from

http://researchdesignmethod.com/research-design/research-design-classification/

UNIT II STUDY GUIDE

The Marketing Research Process

MAR 3231, Marketing Research 2

UNIT x STUDY GUIDE

Title

Smith, S. (2012). 9 stages to marketing research success. Retrieved from https://www.qualtrics.com/blog/marketing-research-process/

Zawawi, D. (2007, September). Quantitative versus qualitative methods in social sciences: Bridging the gap.

Integration & Dissemination, 1, 3–4. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=32766343&site=ehost-live&scope=site

Unit Lesson The unit lessons for this course are presented through interactive presentations.

Unit II lesson Unit II lesson PDF

Suggested Unit Resources In order to access the following resources, click the links below: In a global society, it is important to be aware of cultural differences when devising marketing plans. The article below focuses on this topic. Nevid, J. S., & Sta. Maria, N. L. (1999). Multicultural issues in qualitative research. Psychology & Marketing,

16(4), 305-325. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=11580161&site=ehost-live&scope=site

Marketing research needs to be strategic to be successful. Also, the benefits of the marketing campaign should be explored before launching the campaign. This article further explores these topics. Vriens, M. (2003). Strategic research design. Marketing Research, 15(4), 21–25. Retrieved from

https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=12249147&site=ehost-live&scope=site