MKT 09388Advanced Marketing Research Methods

Catalog

This course is a continuation of MKT 09384 Research Methods in Marketing. It extends students’ understanding of the relevant marketing research methodologies and analytic tools through hands-on experience. Students will develop proficiency in using primary and secondary sources of data; the students will collect primary and secondary data, use statistical software (such as SPSS or SAS) to analyze data, and develop skills needed to present findings professionally. Particular emphasis will be given to the use of databases and data mining as a data collection strategy and the challenges such data collection strategies present.