Marketing Research

Catalog description

Prerequisite(s): MKT 3305; only open to BBA students. Systematic gathering, recording, and analyzing of data about problems relating to the marketing of goods and services. Emphasis is placed on the process of conducting marketing research and the relevant issues at each stage in the process and the role that generated data plays in aiding management decision making. Designing research studies, constructing questionnaires, choosing samples, analyzing research results, preparing reports, and improving the student's overall problem solving skills are stressed. BBA students must have a declared major to enroll in this course.