Marketing Research

I.     Course Prefix/Number: MKT 236

       Course Name: Marketing Research

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite


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 and Student Conduct

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.

Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at

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, 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

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

Marketing Research Essentials, Carl McDaniel, Roger Gates, South-Western College Publishing, 2004

X.    Methods of Evaluating Student Progress

20% Chapter Projects
20% Exams
50% Research Project
10% Participation

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
can be found at

Resources and support for LGBTQ+ students can be found at

Electronic video and/or audio recording is not permitted during class unless the student obtains written permission from the instructor. In cases where recordings are allowed, such content is restricted to personal use only. Any distribution of such recordings is strictly prohibited. Personal use is defined as use by an individual student for the purpose of studying or completing course assignments.

For students who have been approved for audio and/or video recording of lectures and other classroom activities as a reasonable accommodation by Oakton’s Access Disabilities Resource Center (ADRC), applicable federal law requires instructors to permit those recordings. Such recordings are also limited to personal use. Any distribution of such recordings is strictly prohibited.

Violation of this policy will result in disciplinary action through the Code of Student Conduct.