Jul 06, 2022  
2021-2022 Cal State East Bay Catalog 
    
2021-2022 Cal State East Bay Catalog [ARCHIVED CATALOG]

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MKTG 610 - Marketing Research


Units: 3
Provides students with tools to evaluate and undertake marketing research projects. Demonstrates how research applies to marketing strategy, advertising, globalization, and product development. Emphasizes practical experience in planning and implementing marketing research for marketing decision making through assignments and/or projects.

Prerequisites: MKTG 607.
Equivalent Quarter Course: MKTG 6401.
Possible Instructional Methods: Entirely On-ground, or Hybrid.
Grading: A-F grading only.
Student Learning Outcomes - Upon successful completion of this course students will be able to:
  1. Demonstrate an understanding of the role and process of research in making marketing decisions.
  2. Identify both print and electronic sources of secondary data.
  3. Apply skills and techniques in designing data collection instruments including surveys.
  4. Apply skills in collecting and coding primary data.
  5. Analyze marketing research information and critically evaluate marketing reports to guide managerial decisions.
  6. Apply both qualitative and quantitative marketing-research tools, including the use of SPSS for data analysis.
  7. Communicate marketing research results in both oral and written form.
  8. Integrate knowledge, skills, and techniques of marketing research in a marketing research project.




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