Marketing Research and Analytics (MKTG-450-0)
1.00 Credit


Description:
The broad objective of this course is to provide a fundamental understanding of marketing research methods employed by well-managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection, and data analysis to extract the most valuable information. The group project constitutes a key element of the learning experience. Students work in teams, utilizing marketing research techniques to solve business problems faced by real firms from a wide variety of industries. Throughout the course, we examine the proper use of statistical applications as well as qualitative methods, with an emphasis on the interpretation and use of results. At the end of the quarter, student teams present their findings and make recommendations to their clients. There is no final exam.

Prerequisites:
Full-Time: (MKTG-430-0 OR MKTGM-430-0)
E&W: (DECS-431-0 OR DECS-440-0) AND (MKTG-430-0 OR MKTG-440-0)

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