BUS*223*10 Description

Marketing Research Methods

This course examines the role of marketing research in the formulation and solution of marketing problems, and the development of the student's basic skills in conducting and evaluating marketing research projects. Special emphasis is placed on problem formulation, research design, alternative methods of data collection (including data collection instruments, sampling, and field operations), and data analysis techniques using SPSS. Applications of modern marketing research procedures to a variety of marketing problems are explored. Prerequisite(s): BUS 111 and BUS 109 or MAT 109