A practical, hands-on approach to teaching market research
The Stukent Market Research Simternship
The Market Research Simternship® asks your students to step into the role of a research analyst at a simulated company. Your students will interact with focus groups, build surveys and moderators’ guides, code open-ended survey responses, and summarize their findings in reports.
This interactive, engaging simulation encourages your students to build career-ready skills, which increases their employability and on-the-job effectiveness!
Your students will master key marketing skills, including:
Analyzing RFPs
Conducting research
Building moderator guides
Creating final reports
Designing survey tools
Selecting sampling plans
Coding survey responses
Visualizing survey data
Key simulation tasks
Over the course of 12 rounds, your students will . . .
- Analyze requests for proposal (RFPs) to determine research methodologies
- Identify key findings from secondary and primary research
- Create survey instruments for gathering primary data
- Calculate sample size estimates and identify sampling techniques
- Select a sampling plan for data collection
- Build moderators’ guides for focus groups
- Identify study limitations based on a client’s target market and demographic survey responses
- Select visuals for quantitative and qualitative survey data
- Categorize open-ended survey responses using a code list
- Evaluate cross-tabulations to identify segment differences
Feels built-in, not bolted on
Micro Module: AI in Marketing
Included for FREE with any Stukent Marketing Simternship or courseware!
The Micro Module: AI in Marketing is designed to complement any marketing course. Whether you’re teaching marketing principles, digital marketing, SEO, social media, or other topics, this module adds powerful, up-to-date AI activities to your curriculum.
Hands-on Learning without the Hassle
Stukent Simternships integrate with your favorite LMS platforms
Single Sign-on
Grade Book Syncing
Deep Linking
Rostering
Practice, Meet Pedagogy
Pair Your Simternship With Stukent Courseware
Stukent courseware aligns with your Simternship, giving your students a solid foundation for success.
Stukent Courseware
Courseware that puts classroom concepts into professional contexts
Stukent courseware goes beyond the limitations of the printed textbook, pairing powerful instructional resources for you with an annually updated, concise text for students.
An Authoritative Text + Robust Instructional Resources
The “Market Research Essentials” courseware
The “Market Research Essentials” courseware helps you introduce students to concepts such as quantitative and qualitative research, sampling techniques, storytelling with data, AI, data analysis, and more.
This courseware gives you turnkey resources such as auto-graded assessments, lesson plans, and lecture slide decks.
With Stukent, you can teach your best course in less prep time!
What’s Inside
Table of Contents
Explores why businesses conduct market research, when it is most effective, who performs it, and the foundational concepts that drive actionable insights.
Introduces how to establish clear research objectives, choose the right type of research, determine effective methodologies, and create a comprehensive research plan.
Examines the advantages and limitations of secondary research, how to utilize internal data sources like sales and customer data, and how past research informs future strategies.
Explores how businesses can leverage external data sources, such as competitor insights, market trends, and digital marketing analytics, to refine strategies and stay competitive.
Examines qualitative methods such as focus groups, interviews, and ethnographic research to uncover in-depth insights into consumer behaviors and preferences.
Focuses on quantitative methods such as survey instruments and components, question sequencing, survey length, response options, and development mistakes to avoid.
Highlights how quantitative research methods are applied in areas like product development, customer satisfaction, advertising, and A/B testing to generate actionable business insights.
Introduces sampling methods, including how to determine sample size and choose between probability and non-probability techniques, to ensure representative and reliable data collection.
Explores the implementation of research studies, covering methods like focus groups, survey distribution, online tools, and ethical data collection practices.
Introduces how to prepare and analyze data using descriptive statistics to summarize and interpret research findings effectively.
Explores advanced analysis techniques like hypothesis testing and trend forecasting to draw meaningful conclusions from data.
Outlines effective reporting techniques, including data visualization, universal report components, and best practices for presenting findings from various research methods.
Key courseware concepts
In this courseware, your students will ...
- Identify the basic components of research
- Describe the basics of the four concepts of market research, which include primary research, secondary research, quantitative research, and qualitative research
- Develop sound research objectives and supporting research questions
- Describe the differences among exploratory, descriptive, and casual research
- Define the most common market research methodologies
- Explain the uses of customer data, including customer segmentation, customer mapping, and geodemographic segmentation tools
- Identify when to use focus groups, interviews, ethnographic research, UX/UI research, and mystery shop studies
- Create surveys that employ best practices in survey development, including universal survey components, question sequencing, and length
- Develop focus group recruitment tools
- Choose appropriate reporting tools for specific research projects
- And other essential market research concepts
Embedded Educator Resources
Everything you need to teach
your best course
- 12 chapters
- 12 auto-graded chapter quizzes
- 12 lesson plans
- 12 lecture slide sets
- Sample syllabus
- Sample course calendars
- Cumulative glossary for student reference
- Sample syllabus, course outline, and calendar
- Activities built for online, in-person, and hybrid modalities
About the Author
Steven Stromp holds over 20 years of experience in the market research field. He has conducted research for a variety of industries, including healthcare, consumer packaged goods, automotive, and higher education. At Spectrum Health, one of the top five largest health systems in the nation, he was responsible for coordinating patient and staff satisfaction research. There, he also managed research projects focused on branding, communication strategy, and new service line development.
Steven has also worked for an international research consulting firm, where he was responsible for coordinating and managing all phases of research, including designing methodologies, developing survey instruments, conducting secondary research, performing data analyses, and providing strategic recommendations. Clients he served included Kellogg’s, Con Agra, Bush’s Baked Beans, Miller Brewing Company, General Motors, National Heritage Academies, GE, Tropicana, and others.
He is currently the Executive Director of Market Intelligence at Davenport University. In his role, he provides market insights about the higher education landscape to help drive strategic decision making. His insights are used to develop new instructional programs as well as review current programming. He also teaches courses in marketing foundations, businesses research, and marketing research.
Holding a bachelor’s degree in communications and an MBA in strategic management, he is also a member of the Association for Institutional Research.
One Platform. Hundreds of Resources. Unlimited Possibilities.
Additional resources for creating a great course
Always have the
latest edition
This courseware contains robust instructional resources for educators and students. Best of all, the Stukent team updates the courseware annually, which means your curriculum will always be on the cutting edge of your industry.
Support for you,
support for students
The Stukent Support Team helps students and educators get the most out of their Stukent experience. Whether you need help logging into your Stukent Simternship, navigating your courseware, or understanding simulation results, we’re here to help!
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