2024-2025 Academic Catalog 
    
    Nov 21, 2024  
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2024-2025 Academic 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, and projective methods. Practical and intensive applications on sample size selection, questionnaire design, data analyses, and interpretation are emphasized. Discussions of advanced analytical techniques (multiple linear regression analysis, logistic regression, t-test, chi-square, predictive analysis, etc.) for analyzing and interpreting data using SPSS statistical package are also covered.

Prerequisites: STAT 4450  or STAT 4300  or MPA 3002 (Pathway students only)

Anticipated Terms Offered: Varies
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