MKT 4376 - Marketing Research

Credits: 3 hrs

This course will examine a variety of research methods and procedures used to conduct studies leading to marketing decisions. Emphasis is placed on: developing the student’s problem ability to formulate a management problem into a feasible research question, providing participants with a workable knowledge of the concepts and methods of marketing research; increasing the students’ awareness of potential biases and limitations of typical kinds of research data and techniques; and familiarizing students with various approaches to analyzing market structures, buyer behavior, and potential demand for new products and services. Prerequisite(s): QBA 3325, MKT 3331.