MKT 5410Marketing Research Design

Catalog

This course examines the research process used to support strategic marketing decisions through qualitative and quantitative methods. Students design and evaluate research studies, collect and analyze data, and translate insights into evidence-based marketing strategies. Emphasis is placed on data mining, forecasting, segmentation modeling, experimental design, and evaluation of alternatives. Students use statistical and analytical tools to interpret consumer behavior and market dynamics and communicate findings in professional business formats.