MKT 4420 - Marketing Research

4 unit(s)

Focus on the collection and analysis of secondary, primary qualitative, and primary quantitative marketing data and its incorporation into the marketing process. The lab component emphasizes method, practice, and computer-aided analysis.

Prerequisites: MKT 3410 and MATH 1610 or MATH 1600 or MATH 1553 or MATH 1602.

Hours: (Lecture, 3 hours; laboratory, 2 hours)

Course Learning Outcomes List
In this course:

The student will be exposed to a range of techniques including the development of a research design, explicit problem definition, collection and evaluation of secondary research sources, constructing and implementing an experiment, constructing a survey instrument and implementing it according to a sample plan of their own devise, and subsequent analysis of the data which is obtained; and
The overall objectives of the course are the students’ assimilation of the techniques from a problem-solving perspective, and an understanding of their effective integration into the marketing process from a managerial perspective.

Schedule of Classes | University Bookstore