2014-2015 Academic Catalog 
    
    Nov 15, 2024  
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2014-2015 Academic Catalog [ARCHIVED CATALOG]

MKT 5401 - Marketing Research

This course examines the basic concepts and techniques used in marketing research as a problem-solving aid in decision making in marketing. Problem definition, research design, types of information and measurement scales, and evaluation and utilization of secondary data with emphasis on electronic access are discussed. Students are trained in the basic methods of primary data collection, including structured and unstructured interviews, focus groups and surveys. Practical and intensive applications on sample size, questionnaire design, data analyses and interpretation are emphasized, as well as discussion of advanced multivariate techniques for inputting and analyzing data using the SPSS statistical package.

Open to MBA students only.

Prerequisites: MKT 4400  or MKT 4402 , STAT 4006 .

Anticipated Terms Offered: Varies
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