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Course Description:

Marketing Research and Analysis

The objective of this course is to provide a fundamental understanding of marketing research and analysis. Marketing research is an organized way of developing and providing information for decision making purposes. The quality of information depends on the care exercised at each step of the marketing research process. These steps include problem definition, research design, data collection methods, questionnaire design, measurement, sampling, data analysis, and interpretation.

This class will examine all steps of the market research process. Both the qualitative and quantitative
aspects of research will be emphasized. The first part of the class will focus on the research process and design. In this section students will learn how to formulate a research problem, determine a research design, evaluate methods for data collection, and develop instruments for data collection. The second part of the class will focus on how to analyze the data using SPSS, and how to recommend the appropriate action to management.

A course project provides students with the opportunity to integrate the steps in the marketing research process discussed in class. The project will allow students to conduct an actual research project from problem definition through a final report.

Evening: MKT7200
Blended Learning MBA: (ECN7201 and MIS7200)
One Year: MKT7200
Two Year: MKT7200



Course Level:

MSBA Elective (Grad),Graduate Elective (Grad)

Course Credits:


Course Programs: