MK 441 - Marketing Research

(3.00 cr.)

Prerequisite: EC 220 or ST 110 or ST 210 or ST 265 or equivalent, MK 240 or BH 240 . Restricted to senior business administration majors with a concentration in marketing or marketing minors. 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 emphasis on managerial implications. The course aims to engage students with marketing research methods by considering examples and applications, along with the challenges of conducting research in the real world. (Fall/Spring)