MKTG 400 - Marketing Research Methods

Credits: 3
When Offered: Fall, odd years
Prerequisite(s): MATH 110, CSYS 215, COMM 370, MKTG 310 and MKTG 320 with grades of “C” or higher; ENGL 101, ENGL 102 and COMM 105 or ENGL 101H and ENGL 102 with a minimum grade of “C.”

This course is uniquely designed to introduce students to the conceptual and technical issues of marketing research and design based upon behavior research methodologies. It will examine the concepts for conducting marketing research projects to enable effective marketing decision-making. These marketing research concepts will include collecting and analyzing data and information associated with markets, product, competitor and customer orientation research. It will apply both qualitative and quantitative research design and techniques, questionnaire design, research design, different types of surveys, data testing and other aspects of marketing research processes. Emphasis will be placed on implementing a marketing research project.