Prerequisites: Junior standing, minimum grade of "C-" in MARK 310 and (ISSCM 241 or ISSCM 241H or STAT 103).
This course develops an understanding of the research process from problem formulation through research report preparation. Both qualitative and quantitative research methodologies are discussed. The focus is on using research results in marketing decision making. Empirical data are analyzed using state of the art analytical tools.
Outcomes: Students identify managerial problems, research objectives, design data collection instruments, and sampling procedures; Data collection and analysis is discussed; Cases, exercises and/or a written research proposal or report is a primary outcome of the course.
This course develops an understanding of the research process from problem formulation through research report preparation. Both qualitative and quantitative research methodologies are discussed. The focus is on using research results in marketing decision making. Empirical data are analyzed using state of the art analytical tools.
Outcomes: Students identify managerial problems, research objectives, design data collection instruments, and sampling procedures; Data collection and analysis is discussed; Cases, exercises and/or a written research proposal or report is a primary outcome of the course.