This course provides an introduction to marketing research as an essential marketing function. Covers the options and decisions to be made in finding problems, formulating research models, choosing research designs, collecting and evaluating data, and presenting results. The course consists of two integrated parts — learning about the institutions, tools and methods of marketing research and applying them to a practical research project. Prerequisites: BUAD 270; MATH 128 or SSCI 224 or MATH 221.
Grade Basis: Letter Grade
Credits: 4.0
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