Marketing Research

Catalog description

This course uses marketing research to make business decisions. The student identifies a marketing problem, collects marketing data regarding the stated problem, analyzes the collected data, interprets findings, presents implications and findings; and applies findings as proposed business actions. The student’s research includes quantitative, qualitative and mixed method approaches; they collect data using questionnaires (close and open-ended), focus groups, panels, interviews (structured and unstructured) and to analyze and interpret the results.