2021-2022 Academic Catalog

Nov 24, 2024

2021-2022 Academic Catalog [ARCHIVED CATALOG]

MKT 5401 - Marketing Research and Analysis

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, evaluation and utilization of secondary (structured and unstructured) data with emphasis on electronic access are discussed. Students are trained in the basic methods of primary data collection, including survey, depth interviews, focus groups, ethnography, and projective methods. Practical and intensive applications on sample size, questionnaire design, data analyses, and interpretation are emphasized. Discussions of advanced analytical techniques (linear/multiple regression analysis, logistics regression, t-test, chi-square, time series analysis, predictive analysis, moderate analysis, etc.) for inputting and analyzing data using the SPSS statistical package are also covered.

Previously Titled “MKT 5401 Marketing Research”

Prerequisites: MKT 4400 OR STAT 4600

Anticipated Terms Offered: Varies