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Marketing Research

I.     Course Prefix/Number: MKT 236

       Course Name: Marketing Research

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite

None

III.   Course (Catalog) Description

Course examines theory and skills necessary to design and analyze a market research project.  Content focus is on practical uses of marketing research rather than heavy statistical analysis; interviewing and questionnaire design, data analysis; product and concept testing; protesting and tracking advertising.  Students involved in actual marketing research project.

IV.   Learning Objectives

Students will be able to complete the following:

1.    Understand the importance of market research and its vital function.
2.    Learn to use primary and secondary resources.
3.    Interviewing and questionnaire design and analysis.
4.    Market research in segmenting, concept and product testing.
5.    Market research in tracking advertising and package testing.
6.    Development, analysis and presentation of a research study.

V.    Academic Integrity

Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton's Code of Academic Conduct. This code prohibits:

• cheating,
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.

There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.
Details of the Code of Academic Conduct can be found in the Student Handbook.

VI.   Sequence of Topics

Planning a research project
Research methods
Use of primary and secondary information
Interviewing methods
Sampling theory and practices
Measurement and questionnaire design
Product and concept testing
Name and packaging testing
Advertising tracking
Presenting research

VII.  Methods of Instruction

Lectures, chapter projects, group projects and discussions, case studies
Course may be taught as face-to-face, media-based, hybrid or online course.

VIII. Course Practices Required

Reading
Writing and presenting a research project
Use of qualitative methods in market research
Fieldwork in conducting research

IX.   Instructional Materials

Note: Current textbook information for each course and section is available on Oakton's Schedule of Classes.

Varies by instructor

X.    Methods of Evaluating Student Progress

Reading
Writing and presenting a research project
Use of qualitative methods in market research
Fieldwork in conducting research

XI.   Other Course Information



If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.