Marketing Research

Catalog description

This course is designed to equip students with research methods and tools that are used for solving business problems and informing marketing decision making. Students will learn to conduct, use, apply, interpret, and present marketing research in order to become effective decision makers. The topics covered in this course include problem formulation, research design, data collection methods, data analysis, and finally presentation of findings and insights. Basic knowledge of marketing and statistical concepts is assumed. Recommended background: Foundational knowledge in Marketing or Consumer Behavior (equivalent to MKT 1100 or MKT 2640) and Knowledge of Statistics (equivalent to that in MA2611 or MA2612). Cat I