BUS 4010 Marketing Research
The broad objective of this course is to provide a fundamental understanding of marketing research methods as employed both academically and by well managed firms. The course focuses on integrating problem formulation, research design, questionnaire construction, sampling, data collection and data analysis to yield the most valuable information. Philosophy of science will be introduced in order to provide an understanding of the broader implications research approaches implicitly contain. Students will be exposed to a broad number of both quantitative and qualitative methodologies. Prerequisite:
BUS 3012 or equivalent.