Marketing Research (Spring 2024)

Course Title: Marketing Research

Course Code: MKT 1103

Credit Hours: 3

Program: BBA

Semester: Summer-2022

Course Rationale: This course examines the role of marketing research in the firm, global and ethical dimensions of research, different research designs, data collection procedures, sampling issues, fundamental data analysis techniques, and so on. A practical approach is adopted in this course. In addition to learning fundamental constructs and principles of marketing research, students will focus on learning tools and skills necessary for solving business problems and exploiting business opportunities. This course is designed for the marketing manager rather than the research professional.

Course Description: Marketing Research is concerned, primarily, with the systematic gathering and analysis of primary and secondary information to significantly reduce uncertainty in major marketing problem areas.

Course Learning Outcome: Understand the process of marketing research and its different processes.