Marketing Research for Consumer & Managerial Insights

Catalog description

Our rapidly changing world requires nimble and flexible marketing responses based on data-driven insights. This course provides students with a foundational understanding of qualitative and quantitative marketing research methods. Emphases are on the validity and reliability of techniques associated with exploratory, descriptive, and causal research designs, as well as measurement, sampling, and fieldwork. Students gain hands-on experience by designing and conducting their own research projects, including exploratory research, survey design, data collection, analytics, presentation, and reporting. The course integrates cutting-edge AI tools for data collection and analysis, predictive modeling, and automated insights generation, enhancing students' capabilities in leveraging advanced technologies for marketing research. Prerequisite Course(s): Prerequisite: MRKT 620