MKT840 Marketing Research Analysis

[3–0, 3 cr.]

This course aims at highlighting the importance of marketing research when designing marketing strategies and policies. Students will learn how to gather, analyze and present information that solves common marketing problems. Topics coverage include: tools for assessing information requirements, principles of qualitative, experimental and quantitative research designs, secondary and syndicated data sources, interviews and focus groups design, survey development, sampling methods, data collection planning, quality assessment, and analysis, interpretation/presentation of findings, online research and web surveys.

 

Prerequisite: MKT841 Marketing Management