Analysis of methods used to satisfy marketing and business issues, such as planning, strategy, problem-solving, pricing, or control. Exposure to various marketing research techniques that are generally accepted in the industry today. Emphasis on understanding what issues can be addressed by marketing research, how to perform marketing research, and how to interpret and utilize the outcomes obtained through market research. Discussion of marketing research as it relates to information required to address an issue, design the method of collecting information, manage and implement the data gathering process, analyze and interpret the results, and communicate the findings and their implementation. Includes the use of PC-based statistical analysis software for marketing projects.
3 Credits: 3 Lecture