Marketing Research

Course: MKT2284


This course is part of the following part-time on campus and/or online program(s):

Students apply the theory of sound marketing research to understand its importance in the managerial decision-making process in today's competitive marketplace. They apply current techniques to collect, record and analyze data relating to relevant business marketing challenges. Working in teams, students develop and execute a full research study for industry. This study involves specific delineation of problems, design of a research proposal along with collection of secondary and primary data. Teams create and implement a quantitative research effort using a survey they design and a qualitative effort by holding a focus group. Teams complete the term by interpreting their study's findings and presenting the results for management action.

Prerequisites

MKT2205 and MKT2206 and QUA0008


All sections for this course are in progress.