Marketing Research

Catalog description

In this course, students explore the theories and techniques of planning, conducting, analyzing, and presenting market studies. Students may discuss ethical dimensions, emerging trends, and new skills associated with marketing research and how secondary data fit into the research process. Students may examine different methodologies with emphasis on primary research, including questionnaire design. The course addresses the growing role that technology plays in predicting marketing trends, addressing marketing problems, and the development of new products and services.