Marketing research is the common currency in modern business practices as business and marketing decisions rely on research to make informed choices. This class helps students explore the critical role of marketing research in business, learn the language of marketing research, and learn how to implement and interpret key marketing research techniques. Topics include understanding the marketing research problem, designing a research plan by using key research techniques (e.g., surveys, experiments, and focus groups), implementation of the research plan, analysis and interpretation of marketing research data, and reporting the results of marketing research. Students develop skills in research design, data collection, statistical data analysis, and communication of results through hands-on experience.
Prerequisites: MATH 160 and BUS 310 or BUS 335.