MKT 3550 MARKETING RESEARCH
This course equips students with an understanding of how market research is used to make important marketing decisions using qualitative and quantitative research techniques. The acquisition of data will be discussed in traditional and online market research including research design, sampling procedures, and questionnaire design. Students will learn data analysis techniques including cross-tabulations, regression analysis, factor analysis, and conjoint analysis. Key issues in the market research industry will be discussed including technology (e.g. AI adoption, synthetic data, real-time data-driven decisions), legal and ethical issues (e.g. consumer privacy laws) and other trends.
Prerequisite
MKT*2500 and ECON*3120 (or equivalent course approved by Department Chair)