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Sales Management Lecture Notes
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Marketing 4378
W. Thompson, University of Texas Pan Am
Marketing research exists to give marketing management the
necessary information to make decisions that will affect the future of their organizations. The
performance of marketing research can be conducting using both internal and external data
sources, either using sales data or consulting existing external databases. The focus of this
course is directed toward learning how to solve marketing problems and developing research projects to obtain information needed to make inappropriate decisions.
This is a basic research course wherein students will learn the basics of questionnaire design,
sampling procedures, focus groups, and developing sources of data. Analysis procedures will
be discussed and methods for reporting findings will be illustrated. The Internet will be used as a primary source of information and methods for conducting research via the net will be discussed.
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