MKT 144 - Marketing Research and Analytics

Semester Hours: 3

This course exposes students to the tools and research methodologies used to gain actionable consumer insights and emphasizes hands-on analytical experience with marketing data. Students learn skills to formulate marketing problems and research objectives, measure variables, create a survey via an online survey tool (e.g., Qualtrics), collect data, analyze them by statistical software (e.g., SPSS), visualize and communicate the result, and translate the result into sound strategic recommendations to increase a firm’s performance in the marketplace. Students learn to use statistical techniques including chi-square, t-test, correlation, ANOVA, general linear modeling, and multiple regression.

Prerequisite(s)/Course Notes:
MKT 101 and junior class standing or above 

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Fall 2025

January 2026

Spring 2026