Marketing Research: Concept and Applications
Simmons College
School of Management
Market Research – MGT 335/GSM 526B
Fall 2006
Wednesdays 5:30 pm – 8:20 pm
Instructor:
Petra Leone Steriti
(t) 978-526-4107
(email) petrasteriti@adelphia.net steriti@simmons.edu Office Hours:
Wednesday 4:00-5:00 pm or by appointment
Reaching me:
I typically am available between 9:00 am and 5:00 pm Monday through Friday via telephone or email. If you call and don’t get me, please indicate a good time to return your call and give me a number where I can reach you. Also, when contacting me, please briefly indicate what your question is. I will return your call or email within 24 hours. If you think your call or email is urgent, please indicate that.
COURSE DESCRIPTION
Marketing Research introduces the concepts and applications of market research through the marketing management approach. This course emphasizes the basic methodologies, as well as introduces a variety of techniques, and demonstrates how research applies to strategy, including marketing, advertising, sales and product design and development.
GOALS & LEARNING OBJECTIVES
The purpose of this course is to make you a knowledgeable research consumer and a beginning practitioner. The focus will be on qualitative (exploratory) and quantitative research execution and the application of research findings and analysis in decision making. The course is geared toward the practical application of research, though gaining a working knowledge of certain terminology will be important. Specific learning objectives are to:
1. Understand the relationship between market research and decision making
2. Learn the processes used in formulating and conducting market research projects
3. Understand of the market conditions under which research may be undertaken, and the impact of these conditions on the type of research to be conducted, including the methodology and project management
4. Comprehend the range of qualitative and quantitative techniques and
School of Management
Market Research – MGT 335/GSM 526B
Fall 2006
Wednesdays 5:30 pm – 8:20 pm
Instructor:
Petra Leone Steriti
(t) 978-526-4107
(email) petrasteriti@adelphia.net steriti@simmons.edu Office Hours:
Wednesday 4:00-5:00 pm or by appointment
Reaching me:
I typically am available between 9:00 am and 5:00 pm Monday through Friday via telephone or email. If you call and don’t get me, please indicate a good time to return your call and give me a number where I can reach you. Also, when contacting me, please briefly indicate what your question is. I will return your call or email within 24 hours. If you think your call or email is urgent, please indicate that.
COURSE DESCRIPTION
Marketing Research introduces the concepts and applications of market research through the marketing management approach. This course emphasizes the basic methodologies, as well as introduces a variety of techniques, and demonstrates how research applies to strategy, including marketing, advertising, sales and product design and development.
GOALS & LEARNING OBJECTIVES
The purpose of this course is to make you a knowledgeable research consumer and a beginning practitioner. The focus will be on qualitative (exploratory) and quantitative research execution and the application of research findings and analysis in decision making. The course is geared toward the practical application of research, though gaining a working knowledge of certain terminology will be important. Specific learning objectives are to:
1. Understand the relationship between market research and decision making
2. Learn the processes used in formulating and conducting market research projects
3. Understand of the market conditions under which research may be undertaken, and the impact of these conditions on the type of research to be conducted, including the methodology and project management
4. Comprehend the range of qualitative and quantitative techniques and