2024-2025 Academic Catalog

Nov 23, 2024

2024-2025 Academic Catalog

MKT 231 - Marketing Research

The purpose of marketing research is to provide information for making better business decisions. In this course, students will be introduced to marketing research process and techniques. This course will (a) provide students with the necessary knowledge base and tools to conduct basic marketing research and (b) develop students into the mindset of managers and business leaders who can use marketing research to generate business insights. The class focuses on qualitative and quantitative aspects of marketing research as it relates to business problems such as market segmentation, demand assessment and new product design. The topics will include research design, data collection procedures, sampling and data analysis. The class will involve a combination of lectures, readings, cases and computer-based exercises. The lectures will focus on the introduction of marketing research process and techniques; the readings and cases will involve class discussions that help students understand the applications of marketing research; and the computer-based lab exercises will provide students with some “hands-on” experience with selected marketing research techniques.

Prerequisites: MKT 230 - Marketing Management

Course Designation/Attribute: POP

Anticipated Terms Offered: Offered every year