Analysis of methods used to help satisfy marketing and business issues, such as planning, strategy, problem-solving, pricing, or control. Studies includes various marketing research techniques that are generally accepted in the industry today. Emphasis is 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. In general, marketing research delineates the information required to address an issue, designs the method of collecting information, manages and implements the data gathering process, analyzes and interprets the results, and communicates the findings and their implementation. Course work includes the completion of several small projects and one project that utilizes a computer-based statistical package (the statistical package can be taken with the student after completing the course).
3 Credits: 3 Lecture