Marketing Research and Analytics. ((3 Credits))

Catalog description

Prerequisite(s): Admission into any graduate program in the Woodbury School of Business and MKTG 6600 Explores tools and analysis techniques related to customer relationship management. Focuses on "thick" data research, including: ethnography, social listening, interviewing, and laddering. Uses research tools, such as survey design, web analytics, and eye-tracking technology, to collect and analyze data through factor analysis, cluster analysis, classification trees, and multidimensional scaling.