MKT421 Marketing Research

[3–0, 3 cr.]

This course outlines the fundamentals of research methodology and its applica­tion to the solution of marketing problem provides students with the analytical tools to collect, analyze, and interpret market data for marketing decisions. The course introduces the marketing research process and the various steps of problem definition, research design, questionnaire construction, sampling, qual­itative and quantitative data analysis, evaluation and presentation of research findings.

Topical coverage includes: principles of scientific research, quantitative (survey and experiments) and qualitative tech­niques (in-depth interviews, focus groups and projective techniques); sampling methodologies, data analysis and interpretation, and management of marketing research.

Prerequisites: MKT201 Introduction to Marketing, QBA201 Managerial Statistics, or the consent of the department.