Marketing Research

Catalog description

Particular attention is given to clarifying the researchable issues, methods of research design and data gathering, data analysis, and the use of primary and secondary data in marketing strategy and decision making. Students will develop an integrated marketing campaign for a specific organization. Students are introduced to techniques of questionnaire design as well as basic statistics for the social sciences. Where appropriate, dedicated software for marketing research, especially SPSS (Statistical Package for Social Sciences), is utilized.