Marketing Research ((4 Credits))

Catalog description

This course provides an introduction to marketing research to the students with the skills needed to design market research studies and collect and analyze data that is useful to managers in making decisions. This course examines the role of marketing research in the firm, global and ethical dimensions of research, research design, experimentation, data collection procedures, questionnaire design, sampling, and basic and advanced data analysis. This study will address the intellectual basis and practical knowledge needed to design and complete a marketing research project. The study will require the student to read the textbook and complete various steps associated with a marketing research project. There will be revisions on each of the deliverables throughout the semester. Prerequisites: Marketing Principles ( MRKT 1005 ) and College Level Statistics ( MATH 1065 ) or equivalents.