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May 12, 2024
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MKTG 409 Marketing ResearchCredit 3
The focus is on the process of acquiring, classifying and interpreting primary and secondary marketing data at the macro and micro level needed for profitable marketing decisions. Skills in evaluating the appropriateness of inductive, deductive, survey, observational, and experimental methodologies are developed. Recent developments in the systematic recording and use of internal and external data needed for marketing decisions are evaluated. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield valuable marketing information. The course also examines the proper use of statistical applications such as time series analysis as well as qualitative methods, with an emphasis on the interpretation and use of results. Prerequisite(s): MKTG 308 with a grade of ‘C’ or better.
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