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 or a case analysis.
Prerequisites: MKT 305 or equivalent with a grade of “C” or better.
Title: Basic Marketing Research, 7th Ed., 2009
Author: Churchill, G.A., Brown, T.J., & Suter, T.A.
ISBN-10: 032459934X / ISBN-13: 9780324599343