Course Schedule and Catalog

Long Title: MARKETING RESEARCH

Department: Management

Grade Mode: Standard Letter

Course Type: Lecture

Credit Hours: 3

Description: This course aims to help students become familiar with the role of marketing research in the context of strategic and marketing decision making; provide a working knowledge (tools of the trade!) of how marketing research is conducted so one understands the steps followed in a marketing research project; give one the ability to critically evaluate and use the results of a research study. By the end of the course, students should be able to develop a perspective of "healthy skepticism" toward the use and abuse of marketing research. More importantly, students should be able to spot and suggest strategies to fix deficiencies in a marketing research project. Repeatable for Credit.