BUS634: Resources | Saylor Academy

Topic	Name	Description
	Course Syllabus

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Course Introduction

Course Syllabus

Unit 1: Introduction to Marketing Research, Strategies, and Applications

1.1: What Is Marketing Research?

1.2: The Overall Marketing Research Process

1.3: Connecting Marketing Research to Marketing Strategy

1.4: Range of Marketing Research Applications

Unit 1 Study Resources

Unit 1 Assessment

Unit 2: Key Terminology and Concepts

2.1: Marketing Research vs. Market Research

2.2: Deductive and Inductive Research

2.3: Quantitative and Qualitative Research

2.4: Secondary Data Research

2.5: Preparing to Conduct Research

Unit 2 Study Resources

Unit 2 Assessment

Unit 3: Creating Measurable Outcomes

3.1: Defining the Marketing Management and Marketing Research Problems

3.2: Applying Deductive and Inductive Marketing Research

3.3: Identifying and Measuring Variables

3.4: Measuring Variables

Unit 3 Study Resources

Unit 3 Assessment

Unit 4: Research Design

4.1: Research Strategies

4.2: Other Considerations

4.3: Three Marketing Research Approaches

Unit 4 Study Resources

Unit 4 Assessment

Unit 5: Sampling and Data Collection

5.1: Sampling Strategies

5.2: Defining Population and Sampling Frame

5.3: Sampling Techniques

5.4: Data Collection Techniques

Unit 5 Study Resources

Unit 5 Assessment

Unit 6: Quantitative Data Analysis

6.1: Preparing for Data Analysis

6.2: Basic Data Analysis

6.3: Testing for Differences between Groups

6.4: Testing for Predictive Relationships

6.5: Overview of Marketing Analytics

Unit 6 Study Resources

Unit 6 Assessment

Unit 7: Qualitative Data Analysis

7.1: Qualitative Research

7.2: Analyzing Qualitative Data

Unit 7 Study Resources

Unit 7 Assessment

Unit 8: Presenting Findings and Making Recommendations

8.1: Reporting Research Study Findings

8.2: Data Visualization

8.3: Reporting Research Results

Unit 8 Study Resources

Unit 8 Assessment

Study Guide

Certificate Final Exam

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