MKTG 4100 - Marketing Research

3 Credit Hours 3 Class Hours 0 Laboratory Hours
Prerequisites Business Majors: Sophomore GPA Requirement, MKTG 3100 and ECON 2300; Non business Majors: MKTG 3100 and ECON 2300 and permission of the department chair.
An examination of the marketing research process as an information providing activity supporting management decision making. The course covers definition of the research problem, selecting and planning of a research design, measurement and scaling, questionnaire construction, and data analysis and interpretation. Students are required to use a statistical software package for data management and analysis.