Marketing Research

Catalog description

This course is an introduction to the marketing research process and the role it plays in managerial decision making. The goal of this course is for students to be able to design and conduct basic marketing research, critically evaluate methodologies, and analyze and communicate results effectively. Topics include research design, primary and secondary data, qualitative and quantitative methods, and data analysis. This course emphasizes experiential learning. Prerequisites: (Undergraduate level STAT211 Minimum grade of C- or Undergraduate level BAIS211 Minimum grade of C- or Undergraduate level STAT200 Minimum grade of C-) and Undergraduate level MKTG300 Minimum grade of C- Williams College of Business Marketing