The American University DBA 8230 Marketing Research and Competitive Strategy

Presents a comprehensive analysis of the principles and practices of marketing research with balanced coverage of qualitative and quantitative materials. Emphasizes emerging trends in marketing research, ethical and global implications, and the continuing integration of new technologies. Integrates ethics in marketing research and features case analyses and company profiles. Incorporates case studies, SPSS, and other statistical packages to provide students with experience navigating statistical software tools and interpreting marketing research data and output.

Learning outcomes

• Explain what marketing research is, as well as its purpose and uses.
• Assess the marketing research industry.
• Explain marketing research design.
• Discuss the use of secondary data and online information databases.
• Assume the use of standardized information sources.
• Determine the use of survey data collection methods.
• Explain how to do measurement in marketing research.
• Design a research questionnaire.
• Conclude how to select a sample and determine sample size.
• Recommend methods to collect data in the field and explain nonresponse error and questionnaire screening.
• Explain basic data analysis with descriptive statistics.
• Simplify a sample’s findings to its population and testing hypotheses about percent and means.
• Interpret how to test for differences between two groups or among more than two groups.
• Analyze associations among variables.
• Explain regression analysis in marketing research.
• Interpret the marketing research reporting and how to prepare and present it.

Prerequisites

None