Courses: Master of Science in Marketing Research

Advanced Course Descriptions

See also Course Schedules

5343. ADVANCED RESEARCH ANALYSIS I (3-0). Focuses on problems of data analysis in marketing research. Introduces the concept of multivariate data and emphasizes application of core statistical techniques including factor analysis, multiple regression, discriminant analysis and logistic regression. Also covered are cluster analysis and ratings based conjoint analysis. Application of statistical software is stressed including interpretation of statistical output.

5344. ADVANCED RESEARCH ANALYSIS II (3-0). Continues from 5336A on problems of data analysis in marketing research. Advanced multivariate applications include MANOVA, multidimensional scaling and correspondence analysis, choice based conjoint studies, confirmatory factor analysis, and structural equations modeling. Application of appropriate statistical software is emphasized including the interpretation of statistical outputs.

MARK 5320. BUYER BEHAVIOR (3-0). Examines the theoretical and empirical material on the individual and group behavior of people performing in the consumer role. Topics covered include perception, learning, attitude formation and change, personality, culture, social class, and reference groups. Behavioral science data provides a basis for the explanation of consumer behavior and the integration of these findings into current marketing practices. Prerequisite: MARK 5311 or equivalent.

MARK 5327. RESEARCH FOR MARKETING DECISIONS (3-0). Overview of information needs of the marketing decision-maker. Emphasis on methods and techniques that may be employed for the collection and analysis of primary data. Major topics include design of research projects, generating primary data, questionnaire design, sampling for survey research, experimental design, controlling data collection, and data analysis. Prerequisites: MARK 5311 and BUSA 5301 or equivalents.

MARK 5328. PRODUCT MANAGEMENT (3-0). Management of the firm’s product or service offerings. Topics include new product development, new product screening, evaluation of existing products, product line and mix analysis, product abandonment decisions, the brand manager’s role, the new product planning department, and others. Emphasis on the development of meaningful criteria for decision-making in the product area and on the development of information systems to suggest, screen, and monitor products. Prerequisite: MARK 5327 or equivalent.

MARK 5337. MARKETING INFORMATION MANAGEMENT (3-0). Course focuses on various types of marketing data bases and computer-based research systems designed for the collection, storage, usage, and reporting of disaggregated data. Topics include single-source data, geodemographics, and micro-merchandising systems. Case studies and data analysis projects are utilized. Prerequisite: MARK 5327 and consent of program advisor.

MARK 5338. QUALITATIVE RESEARCH (3-0). Examines the nature of qualitative research and its growing value to the marketing research community. The role of focus group interviewing, types of focus groups and their conduct are extensively explored. Other topics include depth interviewing, projective techniques, observational research, the Delphi method, environmental forecasting and futuring. Prerequisite: MARK 5327 and consent of program advisor.

MARK 5340. MARKETING STRATEGY (3-0). A case course designed to give the student an opportunity to utilize the managerial and analytical tools that he or she has acquired. Uses case studies which require a realistic diagnosis of company problems, development of alternative courses of action, and the formulation of specific recommendations. Prerequisite: MARK 5311 and six hours of advanced marketing or consent of instructor.

MARK 5342. ADVANCED TOPICS IN MARKETING RESEARCH (3-0). Presentation and analysis of cutting-edge topics in marketing research. Prerequisite: consent of Program Director.

MARK 6305. MARKETING MODELS I (3-0). Study of basic models of market and consumer behavior with particular attention to the use of classical statistical methods such as ordinary and generalized least squares, factor analysis, discriminant analysis and correspondence analysis, cluster analysis, and canonical correlation. Applications include perceptual mapping, multi-attribute modeling, conjoint analysis, and product planning models. Prerequisite: BUSA 5325 or consent of instructor.

MARK 5396. MARKETING RESEARCH INTERNSHIP I (3-0). The internship involves part-time or full-time training and work experience in a company approved by the MSMR program advisor. A grade of R may be assigned at the completion of the course.

MARK 5397. MARKETING RESEARCH INTERNSHIP II (3-0). This is a continuation of Internship I and involves part-time or full-time work experience in a company approved by the MSMR program advisor. The student will be assigned primary responsibility for at least one marketing research project during Internship I or II. At the completion of the course, the student will present a research paper to the MSMR faculty.