Marketing Research

Catalog description

Companies that successfully meet consumer needs enjoy a position of competitive advantage and superior financial performance. In today's business environment, managers keep track of consumer needs by gathering and analyzing data from multiple internal and external sources. In this course, students will learn how to manage and integrate data to make business decisions. At the end of the class, students will be able to 1) define business problems, 2) assess data needs and resources, 3) gather and manage data, 4) evaluate data quality, 5) analyze basic data sets using statistical software, 6) recommend business solutions by creating and presenting business reports. Prerequisite: MKT 5311 with a grade of C or better.