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May 25, 2024
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MKTG 6224 - Research for Marketing Decisions
Credits: 2
Marketing research is the formal process of gathering information needed by managers to make decisions with respect to marketing opportunities and problems. This course develops skills in the following areas so students can competently implement decision-oriented marketing research projects in the real world: 1) translate a business decision into a research problem, 2) choose an appropriate research design, 3) collect secondary data using the Internet and other sources, 4) conduct exploratory research using focus groups, etc., 5) construct an effective data collection instrument (questionnaire design), 6) select a cost-effective sampling plan, 7) collect and analyze data using spreadsheets or statistical packages, and 8) recommend decisions based on the analysis. Prerequisite: MKTG 6201 .
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