Introduction to Marketing Research will help students determine the relationship between research and managerial decision-making. The course will specifically analyze the research processes involved in marketing research, including the overall formulation and design of the procedures that encompass the steps surrounding a successful marketing study. Students will be able to apply these findings to a research project and an oral presentation.
Prerequisites: MKT 305 or equivalent with a grade of “C” or better.
Title: Basic Marketing Research, 9th ed., 2018
Author: Brown, T.J., Suter, T.A., & Churchill, G.A.
ISBN-10: 1337676578 / ISBN-13: 9781337676571