Marketing Research I

1.5 units

This introductory marketing research course familiarizes students with the fundamentals of Marketing Research. Marketing Research involves developing research questions, collecting data, analyzing it and drawing inferences, with a view to making better business decisions. To this end the course is organized into two basic parts: (1) Data Collection and Research Design, and (2) Tools and Applications of Marketing Research. In essence, this is an Applied Statistics course where we focus on inference from Marketing Research data. Students interested in learning more advanced tools and applications may be interested in taking MKT 5711 (Advanced Marketing Research) as well, which is a follow up to this course.