Marketing Research

Catalog description

This course is an in-depth study of market research ranging from its role in decision-making to process and design to analysis and reporting. Multiple research methods will be reviewed and evaluated through application questions, exercises and case studies. Special emphasis will be placed on sampling, questionnaire design, and applying statistics in quantitative research. Ethical issues and considerations will be addressed during the course. Prerequisite: residential students - MKG-210 and admission to the CAS Business Division or permission of the instructor; IWU-National and Global students - MKG-421 or equivalent foundational marketing course and MKG-351 or equivalent entry level statistics course