BUS-421 Marketing Research

Course Overview

This course examines ways that research methods and procedures are be used to obtain the information necessary for making sound strategic marketing decisions. Topics includes a review of marketing concepts, research ethics, research design (secondary data, qualitative data, observation, survey and experimentation), data acquisition and measurement, questionnaire design, sampling issues, and data analysis and findings. By performing group and individual marketing research projects, students learn how to write a research proposal as well as how to execute and present of complete marketing research study.