BUS 402

Marketing Research

Marketing research is the common currency in modern business practices as business and marketing decisions rely on research to make informed choices. This course helps students: explore the critical role of marketing research in business; learn the language of marketing research; learn how to design and implement a research plan using key marketing research techniques (e.g., surveys, experiments, focus groups); analyze and interpret marketing research data; and report 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: BUS 310 and MATH 160 with C- or higher.