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AP/ADMS 4260

Marketing Research

3.0 credits

Fall 2026

Topics

  • Marketing research process
  • Problem definition
  • Research design
  • Sampling
  • Data collection and analysis
  • Survey design
  • Interpretation and reporting
  • Evidence-based marketing decisions

Readings

  • Suggested, not required: Gilbert A. Churchill Jr. and Tom J. Brown, Basic Marketing Research (2007; outline says latest edition without an edition number), Thomson South-Western.
  • Supplementary readings are supplied through the course and library reserve.
Sources