302 MKT- Marketing Research

The most important objective of this course is to make students understand the concept of Marketing Research. In addition, at the end of the course, students will develop skills based on comprehension of marketing research from both a decision-making (user) orientation and a researcher orientation. This course will also help students to:

  • Translate a marketing problem into a feasible research question.
  • Be aware of the many sources of marketing information and the various means of gathering such information.
  • Develop a general understanding data analysis techniques (i.e., should be able to decide which technique is appropriate and understand the managerial implications of analytical results).
  • Be able to design and execute a basic survey research project.
Course Materials