D2L Corporation
2015-12-17T20:54:02-05:00
2015-12-17T20:54:02-05:00
D2L Corporation
Marketing Research
Students learn a variety of techniques and skills to help them pursue careers or higher education in the field of marketing research.
2015-12-03
2015
MKMR.01
Competency
Information Management: Utilize tools, strategies, and systems to access, process, maintain, evaluate, and disseminate information to assist business decision-making.
MKMR.01.01
Skill
Utilize information technology tools to manage and perform marketing research responsibilities.
MKMR.01.01.a
Outcome
Assess the impact of technology on marketing research.
MKMR.01.01.b
Outcome
Determine types of technology needed by company/agency.
MKMR.02
Competency
Operations: Employ the processes and systems implemented to monitor, plan, and control day-to-day marketing research activities in order to contribute to continued business/unit functioning.
MKMR.02.01
Skill
Implement security precautions to protect marketing research.
MKMR.02.01.a
Outcome
Explain security considerations in the marketing research.
MKMR.02.01.b
Outcome
Maintain data security.
MKMR.02.01.c
Outcome
Develop strategies to protect digital data.
MKMR.02.02
Skill
Implement purchasing activities to obtain business supplies, equipment, and resources.
MKMR.02.02.a
Outcome
Purchase information services.
MKMR.03
Competency
Professional Development: Utilize concepts, tools, and strategies to explore, obtain, and develop a marketing research career.
MKMR.03.01
Skill
Acquire information about the marketing research industry to aid in making career choices.
MKMR.03.01.a
Outcome
Identify career opportunities in marketing research.
MKMR.03.01.b
Outcome
Explain the role and responsibilities of marketing researchers.
MKMR.03.02
Skill
Utilize career-advancement activities to enhance professional development in marketing research.
MKMR.03.02.a
Outcome
Determine professional certification requirements in marketing research.
MKMR.03.02.b
Outcome
Assess the services of professional organizations in marketing research.
MKMR.04
Competency
Strategic Management: Use tools, techniques, and systems that affect a business's ability to plan, control, and organize an organization/marketing research department.
MKMR.04.01
Skill
Utilize planning tools to guide organization's/marketing research department's activities.
MKMR.04.01.a
Outcome
Provide input into strategic planning.
MKMR.05
Competency
Marketing Information: Utilize concepts, systems, and tools for gathering, accessing, synthesizing, evaluating, and disseminating information to facilitate business decisions.
MKMR.05.01
Skill
Assess marketing information needs to develop a marketing information management system.
MKMR.05.01.a
Outcome
Assess marketing information needs.
MKMR.05.01.b
Outcome
Identify issues and trends in marketing research.
MKMR.05.01.c
Outcome
Develop marketing information management system.
MKMR.05.02
Skill
Design quantitative marketing research activities to ensure accuracy, appropriateness, and adequacy of data collection efforts.
MKMR.05.02.a
Outcome
Explain the nature of actionable research.
MKMR.05.02.b
Outcome
Compare business objectives with the expected use of the marketing research outcomes.
MKMR.05.02.c
Outcome
Select appropriate research techniques.
MKMR.05.02.d
Outcome
Identify the marketing research problem/issue.
MKMR.05.02.e
Outcome
Determine research approaches (e.g., observation, survey, experiment) appropriate to the research problem.
MKMR.05.02.f
Outcome
Select data collection methods (e.g., observations, mail, telephone, Internet, discussion groups, interviews, scanners).
MKMR.05.02.g
Outcome
Evaluate the relationship between the research purpose and the marketing research objectives.
MKMR.05.02.h
Outcome
Estimate the value of research information.
MKMR.05.02.i
Outcome
Develop sampling plans (i.e., who, how many, how chosen).
MKMR.05.02.j
Outcome
Prepare research briefs and proposals.
MKMR.05.02.k
Outcome
Control sources of error and bias (e.g., response errors, interviewer errors, non-response errors, sample design).
MKMR.05.02.l
Outcome
Develop rating scales (including Likert scales, semantic differential scales, behavior intention scales, etc.).
MKMR.05.02.m
Outcome
Prepare diaries (e.g., product, media-use, contact).
MKMR.05.02.n
Outcome
Create simple questionnaires (e.g., types of questions, question wording, routing, sequencing, length, layout).
MKMR.05.03
Skill
Design qualitative marketing research study to ensure appropriateness of data-collection efforts.
MKMR.05.03.a
Outcome
Design qualitative research study.
MKMR.05.03.b
Outcome
Develop discussion guide for a qualitative marketing research study.
MKMR.05.03.c
Outcome
Develop screener for a qualitative marketing research study.
MKMR.05.03.d
Outcome
Determine sample for qualitative marketing research study.
MKMR.05.04
Skill
Collect secondary marketing data to ensure accuracy and adequacy of information for decision-making.
MKMR.05.04.a
Outcome
Obtain information from customer databases.
MKMR.05.04.b
Outcome
Obtain marketing information from online sources (e.g., search engines, online databases, blogs, list serves, etc.).
MKMR.05.04.c
Outcome
Data mine web log for marketing information.
MKMR.05.04.d
Outcome
Track environmental changes that impact marketing (e.g., technological changes, consumer trends, economic changes, regulatory changes, etc.).
MKMR.05.04.e
Outcome
Monitor sales data (by volume, product, territory, channel, time period, etc.).
MKMR.05.04.f
Outcome
Identify transactional data through electronic means (e.g., bar coding, optical scanners, automatic replenishment systems, electronic data interchange [EDI], and reader-sorters).
MKMR.05.04.g
Outcome
Measure market size and composition.
MKMR.05.05
Skill
Implement primary marketing research strategy to test hypothesis and/or to resolve issues.
MKMR.05.05.a
Outcome
Administer questionnaires.
MKMR.05.05.b
Outcome
Conduct telephone interviews.
MKMR.05.05.c
Outcome
Employ techniques to assess ongoing behavior (e.g., business records; manual record sheets; electronic recording devices for telephone, personal, and computer interviewing; smart cards; audio-visual equipment).
MKMR.05.05.d
Outcome
Conduct in-depth interviews.
MKMR.05.05.e
Outcome
Conduct focus groups.
MKMR.05.05.f
Outcome
Conduct continuous panel research.
MKMR.05.05.g
Outcome
Conduct test markets.
MKMR.05.05.h
Outcome
Conduct experiments (e.g., lab and field experiments.).
MKMR.05.06
Skill
Process data to translate marketing information into useful insights/knowledge.
MKMR.05.06.a
Outcome
Edit research data.
MKMR.05.06.b
Outcome
Group and score research data.
MKMR.05.06.c
Outcome
Conduct error detection/edit routines.
MKMR.05.06.d
Outcome
Tabulate data.
MKMR.05.06.e
Outcome
Create data matrix.
MKMR.05.06.f
Outcome
Select and use appropriate data support systems.
MKMR.05.06.g
Outcome
Analyze narrative text (e.g., sorting, classifying/categorizing, identifying patterns, interpreting, selecting mechanical analysis approaches).
MKMR.05.06.h
Outcome
Interpret research data into information for decision-making.
MKMR.05.07
Skill
Apply statistical methods and software systems to aid in data interpretation.
MKMR.05.07.a
Outcome
Test for significant differences.
MKMR.05.07.b
Outcome
Test for relationships.
MKMR.05.07.c
Outcome
Test for associations.
MKMR.05.07.d
Outcome
Use statistical inferences to make estimates or to test hypotheses.
MKMR.05.07.e
Outcome
Identify types of modeling techniques.
MKMR.05.07.f
Outcome
Apply mathematical modeling techniques.
MKMR.05.08
Skill
Report findings to communicate research information to others.
MKMR.05.08.a
Outcome
Set confidence levels.
MKMR.05.08.b
Outcome
Test for significant differences.
MKMR.05.08.c
Outcome
Test for relationships.
MKMR.05.08.d
Outcome
Test for associations.
MKMR.05.08.e
Outcome
Use statistical inferences to make estimates or to test hypotheses.
MKMR.05.08.f
Outcome
Identify types of modeling techniques.
MKMR.05.08.g
Outcome
Apply mathematical modeling techniques.
MKMR.05.08.h
Outcome
Use statistical software systems (e.g., SPSS, Excel, Access, etc.).
MKMR.05.09
Skill
Interpret research data into information for decision-making.
MKMR.05.09.a
Outcome
Interpret descriptive statistics for marketing decision-making.
MKMR.05.09.b
Outcome
Interpret correlation.
MKMR.05.10
Skill
Manage marketing information to facilitate pricing strategies that maximize return and meet customers' perceptions of value.
MKMR.05.10.a
Outcome
Determine price sensitivity.
MKMR.05.11
Skill
Manage marketing information to predict/analyze consumer behavior.
MKMR.05.11.a
Outcome
Predict demand patterns.
MKMR.05.11.b
Outcome
Conduct demand analysis.
MKMR.05.11.c
Outcome
Evaluate product usage.
MKMR.05.11.d
Outcome
Analyze purchasing behavior.
MKMR.05.12
Skill
Manage marketing information to facilitate product/service management decisions.
MKMR.05.12.a
Outcome
Conduct product analysis.
MKMR.05.12.b
Outcome
Conduct customer satisfaction studies.
MKMR.05.12.c
Outcome
Conduct service quality studies.
MKMR.05.12.d
Outcome
Identify new product opportunities.
MKMR.05.12.e
Outcome
Test product concepts.
MKMR.05.12.f
Outcome
Design and conduct product tests.
MKMR.05.12.g
Outcome
Determine attitudes towards products and brands.
MKMR.05.12.h
Outcome
Provide information to launch new products.
MKMR.05.12.i
Outcome
Estimate repeat purchase rate.
MKMR.05.12.j
Outcome
Estimate purchase cycle.
MKMR.05.12.k
Outcome
Predict brand share.
MKMR.05.12.l
Outcome
Estimate market share.
MKMR.05.12.m
Outcome
Prepare trend analyses.
MKMR.05.12.n
Outcome
Monitor inventory data.
MKMR.05.12.o
Outcome
Track cost data.
MKMR.05.12.p
Outcome
Collect product quality data.
MKMR.05.12.q
Outcome
Conduct segmentation studies to understand how to segment products.
MKMR.05.12.r
Outcome
Track brand health.
MKMR.05.13
Skill
Manage marketing information to facilitate promotional activities.
MKMR.05.13.a
Outcome
Pre-test promotional campaign (e.g., advertising, direct marketing, etc.).
MKMR.05.13.b
Outcome
Conduct advertising tracking studies.
MKMR.05.13.c
Outcome
Measure media audience.
MKMR.05.13.d
Outcome
Measure response rates.
MKMR.05.14
Skill
Assess quality of marketing research activities to determine needed improvements.
MKMR.05.14.a
Outcome
Evaluate quality of marketing research studies (e.g., timeliness, speed, sampling, validity/reliability, bias, etc.).
MKMR.05.14.b
Outcome
Assess satisfaction with contracted research firms.
MKMR.05.14.c
Outcome
Measure the impact of marketing research.
MKMR.05.14.d
Outcome
Suggest improvements to marketing research activities.
MKMR.05.15
Skill
Compare marketing research proposals to select agency providing the most value.
MKMR.05.15.a
Outcome
Evaluate proposed research methodology.