MKT 3330 Marketing Research
Covers the fundamentals of marketing research, as applied to all types of profit and not-for-profit organizations. It focuses on the different types of marketing research (qualitative and quantitative) as well as the complex issues at each stage of the marketing research process, including research objectives, questionnaire construction (specifically for survey research - both traditional and Internet surveys), sampling, data collection, and statistical analysis. Finally, the course discusses responsibilities and issues related to the management of the research function and the use of research information by decision makers faced with a variety of strategic and operational challenges. The skills covered in this course will be applicable to marketing problems encountered in both consumer and business-to-business markets, and public and private sectors.
Offered
This course is offered each Fall semester.