Quantitative Methods for Marketing Decision-Making

2 credits · Owen Graduate School of Management

The broad objective of this course is to provide a fundamental understanding of the quantitative marketing research methods employed by well-managed firms. The course is aimed at the manager who is the ultimate user of the research and is thus responsible for determining the scope and direction of research conducted. The central learning topics covered in this course are (1) research design variations, (2) data collection and survey design, (3) data analysis, and (4) generative AI as a quantitative marketing research tool. For data analysis, emphasis will be on the interpretation and use of results rather than on mathematical derivations. The course focuses on helping managers recognize the role of systematic information gathering and analysis in making marketing decisions, in addition to developing an appreciation for the potential contributions and limitations of different marketing research data and methodologies. Pre-requisite: MGT 6361 or enrollment in MMark program. [2]