MULTICULTURAL RESEARCH FOR BUSINESS DECISIONS.

Catalog description

This course prepares students to design and execute research for product development, marketing strategy, and brand positioning in diverse, multicultural markets. Students learn to address critical bias sources when studying U.S. multicultural populations - including Black, Hispanic, Asian, and other cultural communities - ensuring accurate, culturally informed insights. Through hands-on assignments analyzing survey and Census data, students develop expertise identifying cultural and linguistic biases in sampling design, translations, questionnaire design, data collection, weighting, and statistical analysis. The course also covers qualitative research with multicultural segments, GIS analysis, and AI's benefits and limitations in multicultural research contexts. Prerequisite: BSTAT 5301 or equivalent.