Consumer Behavior

Catalog description

MKTG 2550 course introduces the field of market research with particular emphasis on how to use research data to make better marketing decisions and to provide a framework for understanding the consumer decision-making process and purchasing behavior. Topics covered include the market research process, research design and data sources, data collection, and the analysis of marketing research data. Emphasis is placed on why consumers behave as they do, and how marketers, consumer activists, and public officials use this knowledge to influence consumer behavior.