MKT 144 - Marketing ResearchSemester Hours: 3
Fall, Spring
Provides an overview of marketing research tools and techniques used to gain consumer insights and aid managerial decision-making. Topics include development of research proposals, sources of primary and secondary data, qualitative and quantitative research methodologies, questionnaire construction, sampling considerations, data analysis and written/oral writing preparation and presentation. Exploratory (e.g., focus groups/in-depth interviews), descriptive (e.g., cross sectional/longitudinal surveys), and causal (e.g., experiments/test marketing) techniques are covered; emerging areas such as neuromarketing, virtual environments, and big data analytics are discussed. Emphasis is placed on a hands-on, experiential learning research project wherein students (1) formulate a research question, (2) develop research instruments and collect real data, (3) use statistical software to analyze the data, and (4) translate results into sound strategic recommendations and marketing decisions.
Prerequisite(s)/Course Notes:
MKT 124 ; BAN 122 .
Add to Personal Catalog (opens a new window)
|