EMBRACING RESEARCH: MARKETING COMMUNICATION RESEARCH

Catalog description

This is an introductory course in the field of marketing communication research designed to provide the student with an overview of the purposes, procedures, and applications of marketing communication research. Students will learn how to obtain and use secondary data, and to design and conduct both qualitative and quantitative primary research to answer questions a communication practitioner will face. Finally, basic statistics, data analysis, and reporting will be studied. This course serves to guide students as they complete their final thesis campaigns by directing students in their own research design.