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MAR 3231: Marketing Research

bba 2201
Course ID


  1. Discuss marketing research’s primary business functions.
  2. Discuss basic research designs as applied to research in marketing.
  3. Differentiate between exploratory, descriptive, and causal research designs.
  4. Assess measurement’s role in conducting marketing research.
  5. Consider items and scales for marketing research instruments.
  6. Discuss guidelines for utilizing appropriate sample sizes.
  7. Summarize key sampling methods used in marketing research.
  8. Examine the marketing research process as an information-gathering process.
bba 2201




Integrated Learning Resource

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* Disclaimer: Textbooks listed are based on the last open revision of the course. Prior revisions and future revisions may use different textbooks. To verify textbook information, view the course syllabus or contact the AU Bookstore at gro.vnua@erotskoob