Research: MKTG 407

Marketing Research:
The course has an emphasis that is given to the development of a strong theoretical base in the systematic selection, collection, and interpretation of marketing information leading to sound policies and strategies.

The course was taught by a collection of guest speakers, discussion boards, SmartBook homework assignments, exams, and a group project. I participated in weekly guest speaker sessions with current marketing research specialists that are working within industries that span from pharmaceuticals to animal care. The final project was a collaborative group project with the topic of Exercise & Health. We were tasked with investigating the validity of select studies given to us in the course. We had to create deliverables that decide on who the sponsor of our data will be (who will be benefiting the data, or who will "buy" the data), and document the methodology and supporting materials for the study which included researching secondary data that we found to be relevant to the topic. I was tasked with creating a brief analysis to report what was the overall messages of the study we needed to conduct to support our research.

This project was insightful in teaching the marketing research process & proposals which are foundational in understanding the prep-work that goes into developing a research project.

Overall this course taught me how marketing research applies to the problems involving the 4 P's. As marketers, we must understand the questions that need to be addressed, which then will allow us to use the appropriate tools and techniques to come up with effective suggestions and solutions.