2017-2018 Graduate Catalog


MARK 70770 Marketing Research

1.5 credit hours. Prerequisites: MARK 60010 or 60011, INSC 60010 or INSC 60013; MARK 70120 (or concurrent enrollment); or permission of department chair. Marketing research is about providing relevant, accurate and timely information for marketing decisions. This includes information about competition, external environment and current as well as potential customers. Whether or not you ever work in a marketing research function, at some point in your business career, you most likely will need to deal with marketing research, either as a producer or as a user. The course is designed to provide an overview of marketing research and its use in making more effective marketing decisions. The primary emphases are designing research studies that are both valid and pertinent, and accurately interpreting analysis to guide managerial decisions.