2017-2018 Academic Catalog 
    
    Jun 26, 2022  
2017-2018 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.

Prerequisites: MKT 4400   OR STAT4450

Anticipated Terms Offered: Varies