Marketing Research I

MAR 3231, Marketing Research 1

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

1. Discuss marketing research’s primary business functions. 1.1 Describe the differences between market research and marketing research. 1.2 Evaluate the importance of marketing research in organizations. 1.3 Examine how marketing research helps managers make major marketing decisions.

Course/Unit Learning Outcomes

Learning Activity

1.1 Unit Lesson Presentation; “Marketing Research: Meaning, Definitions, and Objectives – Explained!;” “The Declining Use of the Term Market Research;” Article Review

1.2

Unit Lesson Presentation; “Market Research;” “Consumer Market Research is the Systematic Collection of Data Regarding Customers’ Preference for Actual and Potential Products/services;” “The Value of Marketing Research to Your Business;” “Researching Consumers in Multicultural Societies: Emerging Methodological Issues”

1.3 Unit Lesson Presentation; “IDC Research Shows How Buyer Preferences Influencing Wearable Designs;” “Marketing Research is ‘Critical’”

Required Unit Resources Click here to access a resource on consumer market research. In order to access the following resources, click the links below: Chand, S. (n.d.). Marketing research: Meaning, definition, and objectives – Explained! Retrieved from

http://www.yourarticlelibrary.com/marketing/marketing-research-meaning-definition-and-objectives- explained/25862/

Fellman, M. W. (1999). Marketing research is ‘critical.’ Marketing Research, 11(3), 4–5. Retrieved from

https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=2554392&site=ehost-live&scope=site

Films Media Group (Producer). (2009). Market research [Video file]. Retrieved from

https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla ylists.aspx?wID=273866&xtid=42019&loid=89527

Click here to access a transcript for this video. Nunan, D. (2016). The declining use of the term market research. International Journal of Market Research,

58(4), 503-522. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=117204670&site=ehost-live&scope=site

Pronto Marketing. (2016). The value of marketing research to your business. Retrieved from

https://www.prontomarketing.com/2016/12/the-value-of-marketing-research-to-your-business/

UNIT I STUDY GUIDE

The Role and Value of Market Research

MAR 3231, Marketing Research 2

UNIT x STUDY GUIDE

Title

Reisinger, D. (2017, February). IDC Research shows how buyer preferences influencing wearable designs. eWeek, 1. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=121521303&site=ehost-live&scope=site

Slater, S., & Yani-de-Soriano, M. (2010). Researching consumers in multicultural societies: Emerging

methodological issues. Journal of Marketing Management, 16(11–12), 18. Retrieved from https://libraryresources.columbiasouthern.edu/login?url=http://search.ebscohost.com/login.aspx?direc t=true&db=bth&AN=54302234&site=ehost-live&scope=site

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

Unit I lesson Unit I lesson PDF

Suggested Unit Resources In order to access the following resource, click the link below: This is a very quick read on a very costly mistake Coca-Cola made because of a marketing research error. It shows the importance of accurate marketing research. Smith, S. (2013). Coca-Cola lost millions because of this market research mistake. Retrieved from

https://www.qualtrics.com/blog/coca-cola-market-research/