BUS441N - Marketing Research

3 Credit(s)

Non Liberal Arts
This course focuses on the importance of establishing formal information links between an organization and its markets, and on identifying what those information needs are. Topics covered will include the importance of primary and secondary research in marketing-decision making; sources of secondary data; development of plans for research; selection of appropriate data-gathering methods; construction of data-gathering instruments; development of a sample plan, and analysis and interpretation of the resulting information. The importance and the uses of marketing-information systems within the organizational structure will be stressed. The ethical implications of using humans as research subjects will be considered, as will the need to draw honest and accurate conclusions from sample data. Computerized data-gathering and analyzing programs (such as SPSS or Excel) will be used. Constraints and limitations of using sophisticated research tools in global marketing-research efforts will be discussed.

Prerequisite(s): BUS 100L or ACCT 204N, BUS 340N, MATH 130L