◆ MKTG 334 - Marketing Research

(3 S.H.)

This course analyzes the roles, the functions, and the processes that surround marketing research; it emphasizes the specification, collection, and analysis of primary data. The course examines the research process, problem definition, alternative research designs, qualitative methods, survey methods, experiments, measurement and questionnaire design, data collection, and foundational techniques for data analysis, as well as hands-on experience with computer application for data analysis and questionnaire development. Emphasis is placed on the practical issues related to the decision maker’s use of marketing information. Marketing research provides the student with substantial experience in developing critical analysis and math/statistics skills. Prerequisites for College of Business majors and minors: Admission to the College of Business MATH 140 or MATH 212 and MKTG 300. Prerequisites for non-College of Business majors and minors: Junior standing, any college level statistics course and instructor’s permission.

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