MKTG 420 Marketing Research

This course examines the processes and techniques used in gathering, analyzing and reporting information that forms the basis for managerial and marketing decision making. The course content includes the study of both secondary research methods and primary research methods, with the emphasis on survey methods. There is a strong statistical analysis component, and students learn to use SPSS, statistical software used extensively in organizations that perform quantitative research. Students design and implement a marketing research study.

Prerequisites

• MKTG 300: Marketing Principles and STAT 201: Statistics I

Special information

Prerequisite: Goal I: Communication - Part I Writing, plus 30 credits must be satisfied.