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Course Information
Business and Information Technology Education
Marketing Research
This is a specialized technology course with instruction in the following key topics: marketing research defined, importance of marketing research, use of marketing research, characteristics of marketing research, users of marketing research, ways marketing research is performed and steps in marketing research. Advanced study would include the design of a marketing research study, conduct market research, analyze the results of a research study, prepare a promotion campaign based on research, presentation of the findings and the proposed promotion campaign. Students will develop leadership traits and identify their leadership potential through participation in the DECA (an association of marketing students) student organization.
Karen Green
Program Specialist
Marketing Fundamentals
Business and Marketing Communications
Explore tools, strategies, and systems needed to access, process, maintain, evaluate, and disseminate information to assist business decision-making

Assess the impact of technology on marketing research

Determine types of technology needed by company/agency

Discuss ethical issues about performing, conducting, and reporting research

Use research results to make business decisions

Explore the processes and systems implemented to monitor, plan, and control the day-to-day activities required for continued business functioning.

Explain security considerations in marketing research

Maintain data security

Develop strategies to protect data

Purchase information services

Explore concepts, tools, and strategies used to explore, obtain, and develop in a business and marketing career.

Identify career opportunities in marketing research

Explain the role and responsibilities of marketing researchers

Determine professional certification requirements in marketing research

Assess the services of professional organizations in marketing research

Explore the concepts, systems, and tools needed to gather, access, synthesize, evaluate, and disseminate information for use in making business decisions.

Assess marketing information needs

Identify issues and trends in marketing research

Develop marketing-information management system

Explain the nature of actionable research

Compare business objectives with the expected use of the marketing-research outcomes

Select appropriate research techniques

Identify the marketing-research problem/issue

Determine research approaches appropriate to the research problem

Select data-collection methods

Evaluate the relationship between the research purpose and the marketing research objectives

Estimate the value of research information

Develop sampling plans

Prepare research briefs and proposals

Control sources of error and bias

Develop rating scales

Prepare diaries

Create simple questionnaires

Design qualitative research study

Develop discussion guide for a qualitative marketing-research study

Develop screener for a qualitative marketing-research study

Determine sample for qualitative marketing-research study

Obtain information from customer databases

Obtain marketing information from online sources

Data mine web log for marketing information

Track environmental changes that impact marketing

Monitor sales data

Identify transactional data through electronic means

Measure market size and composition

Administer questionnaires

Conduct telephone interviews

Employ techniques to assess ongoing behavior

Conduct in-depth interviews

Conduct focus groups

Conduct continuous panel research

Conduct test markets

Conduct experiments

Edit research data

Group and score research data

Conduct error detection/edit routines

Tabulate data

Create data matrix

Select and use appropriate data support systems

Analyze narrative text

Interpret research data into information for decision-making

Set confidence levels

Test for significant differences

Test for relationships

Test for associations

Use statistical inferences to make estimates or to test hypotheses

Identify types of modeling techniques

Apply mathematical modeling techniques

Use statistical software systems

Explore concepts ,strategies, and systems used to obtain and convey ideas and information.

Plan and define research for marketing decision-making

Interpretive descriptive statistics for marketing decision-making

Interpret correlations

Display data in charts/graphs or in tables

Write executive summary of research paper

Prepare and use presentation software to support reports

Present findings orally

Use audio/visual aids effectively

Prepare written reports for decision-making

Post marketing results electronically

Explore concepts, strategies, and systems needed to interact effectively with others.

Explain the nature of written communications

Explain the nature of effective communications

Apply effective listening skills

Use proper grammar and vocabulary

Explain the nature of effective verbal communications

Address people properly

Handle telephone calls in a businesslike manner

Use communications technologies/systems

Treat others fairly at work

Develop cultural sensitivity

Foster positive working relationships

Explore the value of student/professional organizations in developing leadership skills.

Participate as a team member

Demonstrate problem-solving techniques used in groups

Identify strategies to effectively network with professionals

Research history and purpose of student organizations

Research opportunities for leadership training and development through student organizations

Demonstrate leadership skills through participation in student organizations
Required Brainbench Certification:

-Market Research (or)

-Marketing Strategy

Recommended Industry Certification:

-A*S*K (MarkED)
Marketing Essentials, L.S. Farese, G. Kimbrell, C.A. Woloszyk, 2006, Glencoe/McGraw-Hill, Woodland Hills, CA

Marketing LAPS (Learning Activity Packets), Mark-Ed, Columbus, OH

Career Majors That Sequence This Course
Career Cluster Pathway Career Major
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