Once the problem is identified, the marketing researcher needs to collect data from the public to determine a course of action. Students will learn how to create a research plan. Data collection methods will be covered, including sampling procedures. Students will learn to identify bias sources and collect demographic, survey and scanner data. Primary and secondary sources will be explored. Quantitative and qualitative data will be covered in the course.
The evaluation portion of marketing research involves statistics. Some statistics may be conducted using software, but others will require the student to learn and utilize statistical concepts and processes. Students will be exposed to in-depth statistical processes and data measurement that they need to interpret the data they collected. Marketing research courses will also cover how to identify analytical mistakes and sampling and collection errors during the evaluation of the data.
The students will learn how to use the evaluated information in making decisions and forecasting markets. Once the data is gathered, the student must learn how to take the data and make decisions about whether to produce a product, how to market that product, what markets to enter the product into and what to charge for the product. Market and global trends will be cross-referenced with the data collected to create a strong plan for market release. Students will gain an understanding of consumer behavior to assist in the decision-making process.
Students in marketing research courses will explore case studies and problem sets to learn how to make informed marketing decisions. They will also use these to practice their data gathering and evaluation skills. Marketing research students will also participate in projects throughout their coursework. Marketing research professionals will take their research and conclusions to managers and executives inside their firms and offer advice on future projects; therefore, marketing research courses will focus on business communication also.