MGMT 9165 - Marketing Research and Analysis

3 credits

This course emphasizes the importance of research in marketing planning and data driven business decision making. Instruction covers the basic principles of scientific method, research designs and methodologies, and analysis tests. As a graduate level course, the focus is on exploring how marketing research principles apply to management decisions. Topics covered include primary and secondary data sources, quantitative and qualitative data collection, sampling and hypothesis testing and data analytics.