I. Course Prefix/Number: MKT 236
Course Name: Marketing Research
Credits: 3 (3 lecture; 0 lab)
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:
- Understand the importance of market research and its vital function.
- Learn to use primary and secondary resources.
- Interviewing and questionnaire design and analysis.
- Market research in segmenting, concept and product testing.
- Market research in tracking advertising and package testing.
- Development, analysis and presentation of a research study.
V. Academic Integrity and Student Conduct
• 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.
Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at
VI. Sequence of Topics
Use of primary and secondary information
Sampling theory and practices
Measurement and questionnaire design
Product and concept testing
Name and packaging testing
VII. Methods of Instruction
Course may be taught as face-to-face, hybrid or online course.
VIII. Course Practices Required
Writing and presenting a research project
Use of qualitative methods in market research
Fieldwork in conducting research
IX. Instructional Materials
Marketing Research Essentials, Carl McDaniel, Roger Gates, South-Western College Publishing, 2004
X. Methods of Evaluating Student Progress
20% Chapter Projects
50% Research Project
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.
Oakton Community College is committed to maintaining a campus environment emphasizing the dignity and worth of all members of the community, and complies with all federal and state Title IX requirements.
Resources and support for
- pregnancy-related and parenting accommodations; and
- victims of sexual misconduct
Resources and support for LGBTQ+ students can be found at www.oakton.edu/lgbtq.