MKT 406 - Marketing Research

3 Credit(s)

This course introduces students to the methodology and procedure of securing information for improved marketing decision making. The marketing research process is presented as a sequence of logically connected steps that depends on problem definition, research design, sample selection and data interpretation, and presentation. Questionnaire design, scale development, hypothesis testing, and regression analysis are other topics studied. Students are assigned a semester-long research project addressing one of the areas of study.
Prerequisite(s): MKT 300 and QA 252.