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IMC 611


Course Description

This course examines the role of research within an IMC campaign. Students will learn to identify marketing problems, distinguish what can and cannot be learned from marketing research, gather and analyze marketing data and make business decisions based on the data.

The course makes use of a progressive written assignment. You’ll select a company with a marketing problem you’ve identified that can be addressed through marketing research. You’ll develop a research proposal to address the problem. Proposals are detailed in describing the situation, the problem, the background, and specific methods for sampling, data collection and analysis. While you may not ever have the need to write a research proposal, by going through this process and the underlying scientific methods, you’ll have a better idea of how to evaluate a research proposal. You may also be in a position to contract for research in which case you’d need to create an RFP (Request for Proposal). Having this knowledge will make you more informed on what you’d ask a research company to do.

Course Learning Outcomes

Upon successful completion of IMC 611, students will be able to:

  • Explain how research can be used to identify and solve marketing problems.
  • Cite the ways in which the Internet is used in marketing research.
  • Identify a research problem and objective.
  • Recognize when and how to use both qualitative and quantitative research designs.
  • Use secondary research to answer marketing questions.
  • Recognize when probability and nonprobability samples are used.
  • Create research questionnaires using different types of questions and scales.
  • Explain the concepts of data analysis, interpretation and presentation.
  • Write a research proposal.


Topics in this course may include:
Introduction to Marketing Research: Design & Process
Secondary Research and Setting Research Objectives  
Qualitative Research: Focus Groups and Other Methods
Quantitative Research: Sampling and Surveys
Quantitative Research: Surveys and Sampling
Measurement and Questionnaire Design
Marketing Research Proposals, Reports and Ethics
Wrap-up Week

This information was taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subjec t to change without notice.