2020-2021 Undergraduate Academic Catalogue 
    
    Nov 27, 2020  
2020-2021 Undergraduate Academic Catalogue
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MK 441 - Customer Research and Analytics

(3.00 cr.)

Examines the role of information in marketing decision making. Students learn to collect, analyze, interpret, and apply information from primary and secondary data sources. Topics include problem definition, secondary data, experimental design, focus groups, survey research, questionnaire design, and data analysis. Both qualitative and quantitative approaches are covered, with an emphasis on managerial implications. The course aims to engage students with customer research methods by considering examples and applications, along with the challenges of conducting research in the real world.

Prerequisite: EC 220  or ST 110  or ST 210  or ST 265  or equivalent, MK 240  or BH 240 
Restrictions: Restricted to senior business administration majors with a concentration in marketing or marketing minors.

Sessions Typically Offered: Fall/Spring
Years Typically Offered: Annually



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