This course provides an introduction to marketing research methods and techniques, as well as their applications and role in marketing decision making. It covers key topics in research design, including qualitative research, survey research, and causal research, and introduces marketing analytics and data analysis methods and their use in generating consumer insights. The course is structured around applications of data and data analysis rather than following a more traditional, textbook driven, research-methods structure.
Prerequisite: MKT 3000 and STA 2000, and ZICK or ZKTP or BUSCOM-BA Plan with 45 credits or Marketing Minor for Non-Business Major with 45 credits