Research for Marketing Decisions (3)
Course Level: Graduate
This course provides an overview of marketing research and its use in making effective marketing decisions. The course introduces the market research process and emphasizes appropriate research designs, sampling plans, and a toolbox of data collection and analysis techniques so that the results generated are meaningful and valid. Qualitative and quantitative research methods are covered. Students design questionnaires, collect research data, and use software to analyze data. Emphasis is on the applications of marketing research in various fields of marketing. Prerequisite: MKTG-610, MKTG-612 or MKTG-632.