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MKT 320: Marketing Research and Consumer Behavior

Course Description

This course provides a comprehensive understanding of the methodologies and theories underpinning market research and consumer behavior. Students will learn how to design and implement effective research studies, utilizing qualitative and quantitative techniques to gather and analyze consumer data. Key topics include survey design, focus group facilitation, data analysis, and the psychological factors influencing consumer decision-making. The course also explores the impact of cultural, social, and economic trends on consumer behavior, as well as emerging technologies in market research. Through various projects and assignments, students will develop the analytical skills needed to interpret research findings and apply insights to inform marketing strategies. (3 credits)

Prerequisites

  • ENG 101: English Composition 1
  • ENG 102: English Composition 2
  • MKT 220: Principles of Marketing

Program Learning Outcomes (PLOs)

Students who successfully complete this course will be able to:

  1. Apply the concepts, theories, and relationships among the functional areas of an organization, including the ability to explain the nature and construct of an organization.
  2. Design strategic marketing practices. This will include such areas as marketing research, consumer behavior, customer acquisition and retention strategies, and public relations. Additional areas include digital marketing including SEO techniques, social media strategies, leveraging artificial intelligence for targeted marketing campaigns, and driving brand loyalty.
  3. Explain the global environment of business including the political, social, and intercultural sensitivities that exist in society that are important to the development of meaningful relationships and success in business and in life.
  4. Demonstrate professional business behavior, social responsibility, and ethical decision making and conduct.
  5. Demonstrate effective critical thinking, decision-making, problem solving, organizational leadership, teamwork; oral and written communication skills utilizing tools such as AI, research databases, and other tools as required.

Student Learning Outcomes (SLOs)

Students who successfully complete this course will be able to:

  1. Critique the buyer decision process.
  2. Assess and develop consumer behavior measures.
  3. Develop a consumer value chain analysis for a business.
  4. Examine and edit survey questions to be used in consumer marketing research.
  5. Assess problem definition in the marketing research process.
  6. Develop and edit a consumer research survey.
  7. Analyze data using inferential statistical analysis.
  8. Create a complete consumer research analysis.

Course Activities and Grading

AssignmentsPointsWeight

Discussions (Weeks 1-8)

320

32%

Assignments (Weeks 1-6)

582

58%

Draft Final Report (Week 7)

28

3%

Final Report (Week 8)

70

7%

Total Points

1000

100%

Required Textbook

  • This course uses Open Educational Resources (OER). OER are openly licensed, educational resources that can be used for teaching, learning, and research. OER may consist of a variety of resources such as textbooks, videos, and software that are no cost for students.

    • OER Textbooks used for this course:
      • Niosi, A. (2021). Introduction to consumer behaviour. BCcampus.
      • Sarstedt, M., Mooi, E. (2019). A Concise Guide to Market Research. Springer.

Course Schedule

Week

PLOs

SLOs

Readings and Exercises

Assignments

1

2,5

1

Topic: Foundations of Consumer Behavior

  • Read and Review:
    • Introduction to Consumer Behaviour: Introduction, Part I, Part VI
    • Week 1 PowerPoint presentation video
  • Read assigned chapters
  • Review the lecture material
  • Participate in Discussions
  • Submit Seeing How Memory Shapes Consumer Choices Assignment

2

2

2

Topics: Psychological and Social Influences

  • Read and Review:
    • Introduction to Consumer Behaviour: Part II and Part III
    • Week 2 PowerPoint presentation video
  • Read assigned chapters
  • Review the lecture material
  • Participate in Discussions
  • Submit Identifying Measurable Survey Variables Assignment

3

2,5

3

Topics: Decision Making and Consumer Journeys

  • Read and Review:
    • Introduction to Consumer Behaviour: Part IV and Part V
    • Week 3 PowerPoint presentation video
  • Read assigned chapters
  • Review the lecture material
  • Participate in Discussions
  • Submit Analyzing Cognitive Biases & Memory Errors in Consumer Behavior Assignment

4

2,5

4

Topic: CB Applications in Marketing Strategy

  • Read and Review:
    • Introduction to Consumer Behaviour: Part VI and Part VII
    • Week 4 PowerPoint presentation video
  • Read assigned chapters
  • Review the lecture material
  • Participate in Discussions
  • Submit Developing Survey Questions for Human Subjects Assignment

5

2,5

5

Topic: Introduction to Marketing Research

  • Read and Review:
    • A Concise Guide to Marketing Research, Chapters 1 and 2
    • Week 5 PowerPoint presentation video
  • Read assigned chapters
  • Review the lecture material
  • Participate in Discussions
  • Submit Creating an Attitudinal Survey Assignment

6

2

6

Topic: Research Design and Data Collection

  • Read and Review:
    • A Concise Guide to Marketing Research, Chapters 3 & 4
    • Week 6 PowerPoint presentation video
  • Read assigned chapters
  • Review the lecture material
  • Participate in Discussions
  • Submit Selecting the Correct Statistical Technique Assignment

7

2

7

Topic: Data Analysis and Interpretation

  • Read and Review:
    • A Concise Guide to Marketing Research, Chapters 5, 6, & 7
    • Week 7 PowerPoint presentation video
  • Read assigned chapters
  • Review the lecture material
  • Participate in Discussions
  • Submit Drafting Marketing Research Insights Mini-Report (Draft Final Report)

8

2,5

8

Topics: Insights, Reporting, and Decision Making

  • Read and Review:
    • A Concise Guide to Marketing Research, Chapter 10
    • Week 8 PowerPoint presentation video
  • Read assigned chapters
  • Review the lecture material
  • Participate in Discussions
  • Submit Completing Final Marketing Research Insights Mini-Report (Final Report)
  • Complete Course Evaluation

COSC Accessibility Statement

Charter Oak State College encourages students with disabilities, including non-visible disabilities such as chronic diseases, learning disabilities, head injury, attention deficit/hyperactive disorder, or psychiatric disabilities, to discuss appropriate accommodations with the Office of Accessibility Services at OAS@charteroak.edu.

COSC Policies, Course Policies, Academic Support Services and Resources

Students are responsible for knowing all Charter Oak State College (COSC) institutional policies, course-specific policies, procedures, and available academic support services and resources. Please see COSC Policies for COSC institutional policies, and see also specific policies related to this course. See COSC Resources for information regarding available academic support services and resources.