Marketing Research & Analytics

4.0 credits

This course deals with the collection and use of data to support marketing decisions. The course teaches the student how to formulate the research question and design the research plan to effectively and efficiently answer the question. Data collection methods discussed are questionnaire design, sampling, experimental design and secondary data sources. Data visualization tools and statistical testing to analyze research questions related to differences and relationships are stressed. Standard summary statistics, hypothesis tests and regression are reviewed and utilized in marketing settings. In addition, a variety of more complex statistical and empirical tools such as factor analysis, multidimensional scaling and conjoint analysis are covered.