Marketing Research   [Archived Catalog]

MKT 5429 - Marketing Research

Credits, 3 sem. hrs.
Prerequisite(s): Graduate standing; MKT 381; GBU 251. The study and application of techniques used to conduct systematic qualitative and quantitative business research. The course teaches a basic research process that includes characterizing business problems or opportunities and developing research objectives, designing a research methodology to address the research objectives, conducting the research in a systematic fashion, and using the tools of statistics to analyze and report the research results.