Data Collection for Business Research

Catalog description

Modern organizations rely on data to understand markets and customers. Data-driven business decision-making isn't a fad, it's a requirement for business success. MKTG 519 will prepare students to collect business data, including the methods, techniques and practices associated with quantitative and qualitative studies. Students will learn how to align research with information needs, select the appropriate method of collection, design a sample and recruit participants, craft and administer questionnaires, and apply experiments to assessing business topics. Likewise, students will learn about various qualitative research techniques and the role a discussion guide plays in gathering this type of data. Data privacy and research ethics are also covered.